PRADA spells it out in new campaign for Spring

Freja Beha, Sara Blomqvist, Anna Ewers and more spell out the style in Prada’s SS20 campaign.

The multitude characterises Prada, an ever-shifting landscape of meaning, endlessly reinterpreted – not one woman, but many, changing ceaselessly, a reflection of fashion itself. Like the identity of women today, the identity of Prada too is fluid, fluctuating, open to interpretation – confounding explanation, eschewing rhetoric, refuting definition.

Prada is simultaneously complex and simple, singular yet multi-faceted.

The Prada Spring Summer 2020 womenswear campaign offers a multitudes of views and perspectives that reflect that dichotomy – of the ever-shifting landscape of women that constantly inspire, and of the plurality of definitions of Prada.

The Prada campaign evolves around a series of written acronyms, spelling out the word PRADA. Like the images they are placed alongside, each of these acronyms offers a possible interpretation of the idea of Prada, but only one of many.

Like the acronyms, each image of the campaign offers a different perspective – through these differing views on the world, they in fact propose entirely different worlds, personal to each, shifting our perceptions on their axes.

These words, these images, interpret – literally – the multiple identities within Prada, and within the Prada woman. Yet, like the world itself, they never settle, never pause. They are always and never the same. In that, they explore the ultimate paradox of Prada: immediately recognisable yet impossible to define.

Photographer:
Jamie Hawkesworth

Films:
Ferdinando Verderi

Models:
Freja Beha, Sara Blomqvist, Anna Ewers, Berit Heitman, Ruiqi Jiang, Ashley Radjarame, Kyla Ramsey, Charlotte Rose, Miriam Sanchez, Zso Varju

Creative director:
Ferdinando Verderi