The spring-summer 2017 campaign showcases five separate visual identities, five Prada realities: Pathways, Frontiers, Stations, Exits and Terrains. Each represents different scenes from the same story, a sequence of imagery. In a challenge to the singularity of traditional campaign imagery, the multiplicity of interpretations will continue throughout the year. The visions behind each of these Prada images – and behind this new advertising concept as a whole – echo the ever-shifting needs and desires of everyone’s lives, every day.
Photographer: Willy Vanderperre Models: Saskia De Brauw, Giedre Dukauskaite, Dylan Fender, Jonas Glöer, Amanda Murphy, Nimue Smit, Sara Grace Wallerstedt, Kris Grikaite, Oliver Houlby, Kiki Willems, Wang Hong Yu, Masao Parris, Jing Wen, Wallette Watson & Jude Law.
Prada released Day Trip – a sequence of photographs by Willy Vanderperre featuring this season’s runway beauty, Kiki Willems. In the brand’s visual journey, accessories and separates are presented in story-like chapters: Kiki sneaks into a dark buildings and walks down remote paths, looking elusive.
For resort 2017, Miuccia Prada continues her travel motif. Rather than sailor equipment, models wore durable, weather coats, boldly coloured nylon pouches with Prada torches inside and high-heels attached to classic, leather bags during the fashion show staged in Milan. Resort 2017 focuses on Prada’s heritage piece, so the famous backpack, which gets revamped in new textiles and colours. According to history, in 1984 the first nylon backpack was presented to Prada clients in their oldest store in Galleria Vittorio Emanuele II, leaving behind the dusty, ‘luxury-luggage brand’ past forever. A backpack is the symbol of Prada becoming a major fashion player, breaking the convention of elegance and giving other brands a sign – it’s the new chapter for accessories business. That was the time when the fashion world heard a very down-to-earth, close-to-masses word: “utility”.
I’m in love with Prada’s newest campaigns and projects. It’s not a secret that the brand is struggling financially for the last few months, so wonder why so much attention is paid to marketing-related matters. But most of all, fashion is about fashion, and yeah… who cares about statistics. The resort 2017 advertising campaign – featuring Jessica Chastain – is another reason why Prada steals the spotlight this upcoming season. Shot by Vanderperre, too, the campaign was photographed at Fondazione Prada (the contemporary art mecca curated by mother Miuccia). It’s captivating, I tell you.