New Campaign
PRADA Linea Rossa Fall/Winter 2023
* When Mountain Dreamscapes Converse with Reality
written Monica Mortenson
A dreamlike place where snow-capped peaks kiss the azure skies and where time seems to hold its breath. It's here, in this serene valley nestled in Switzerland, that the story of Prada Linea Rossa Fall/Winter 2023 unfolds, narrating a compelling saga of action and imagination.
Guided by the artistic hand of Kris Lüdi, the campaign is more than just an advertisement; it's a journey. With visuals deeply rooted in the reality of high-performance sportswear - those masterfully crafted for winter sports - the campaign encapsulates the essence of this season's offerings.
But here’s where the narrative delves deeper: the resonant echoes of a poem in the region's native Romansh language set a profound tone. As every word sinks in, the viewer is transported between two worlds – the tangible and the dreamy.
In Engadin’s ethereal backdrop, the campaign crafts a confluence of contrasts. Traditional snowboarding gracefully co-exists with the adrenalin-pumping skeleton bobsleigh and speed skating. This dance of contrasts extends to the auditory experience as well – classical music takes an unexpected leap into the electrifying beats of modern grime.
The visuals too traverse time. Razor-sharp digital shots weave seamlessly with the nostalgic grain of film footage, leaving the viewer intrigued and reflective. Can the past morph into the present? With Prada Linea Rossa’s avant-garde perspective, it can. And not just morph – it can be reborn, refreshed, and reimagined.
PRADA
Linea Rossa FW23 by Kris Lüdi
(c) Prada
It's this transformative nature of the campaign that aligns seamlessly with Prada Linea Rossa's brand philosophy. Positioned at the nexus of high-end fashion and sportswear, it creates not just attire, but an experience. It encourages viewers to challenge perspectives, to meld the real with the surreal, and to dream afresh.
In this world of contrasts, Prada Linea Rossa Fall/Winter 2023 is an invitation; an invitation to journey through a terrain where fashion transcends, sport inspires, and where dreamscapes converse effortlessly with reality.
all images:
PRADA DECEMBER ISSUE 2023 / (c) Prada