PRADA HOLIDAY 2020 CAMPAIGN FILM
The campaign is centered around an original short story, conceived and written for Prada by the best-selling author Candice Carty-Williams.
November 10, 2020
A cinematic context, a language of film, a mystery to be solved, a narrator reading words that the images bring to life, the Prada Holiday 2020 campaign is photographed by Steven Meisel and based on an original short story conceived and written for Prada by the best-selling author Candice Carty-Williams. It proposes perspectives – different angles, views and cuts around the protagonists of an unfolding narrative: Prada’s accessories, jewelry and leather goods.
In the tradition of film noir, the campaign reconnects with early Prada moments pioneering the aesthetics of cinematic drama. Five characters, five faces cast from the universe of Prada – Freja Beha, Maty Fall, Mao Xiaoxing, Rudolfs Valbergs and Merlijne Schorren – populate an isolated villa in Italy, namely Villa Gnutti, made famous through a 1981 shoot by Helmut Newton.
Photographed in black-and-white, the fragments presented in the print campaign become the door to a living narrative that develops online. Jump shots from an imaginary film offer a sense of tension, sometimes of contradiction.