*New Campaign
Prada´s The Glass Age with Scarlett Johansson
written Sarah Arendts
The world of high fashion intersects with pop culture and fine art in a campaign celebrating the Prada Galleria handbag, featuring Scarlett Johansson and directed by Alex Da Corte. Aptly titled “The Glass Age,” the campaign marries color and reflections to explore the multifaceted character of humanity, identity, and self-transformation.
Johansson, renowned for her acclaimed performances in film and theater, brings a unique energy to the campaign. Her acting prowess, known for embodying different personas with precision and passion, mirrors the diversity inherent in Prada’s iconic Galleria bag. Together, they create a vivid portrayal of individuality and style.
Venezuelan-American artist Alex Da Corte, known for his pop and surrealistic artwork, directs the campaign, marking his debut in a fashion context. Da Corte's signature style is marked by vividly-hued and all-encompassing artistic environments, which explore the same notions of humanity and individuality that Johansson brings to her work.
In this creative milieu, Johansson continually morphs, her transformations framed by a wash of pure color that channels universal emotions and collective experiences. This play of color and transformation further enhances Johansson’s global fame, making it resonate powerfully within these visuals.
This campaign also sees the Galleria itself recontextualized. Its silhouette serves as a canvas for exploration, with color and patterns reflecting the transformative power of fashion and design. The bag mirrors the vibrant world around it, embodying the campaign’s motif of refraction and reflection.
“The Glass Age” is a distinctive blend of high and popular culture, blurring the lines between fashion, fine art, and popular iconography. This novel intersection offers an opportunity for audiences to witness a reimagining of their favorite cultural figures, as well as cherished fashion icons like the Prada Galleria.
With Hollywood star power, the creative genius of Alex Da Corte, and the timeless elegance of Prada, “The Glass Age” promises an immersive exploration of fashion, identity, and transformation.