.new campaign
Prada Spring/Summer 2024 Campaign
New Era of Timeless Fashion
written Monica Mortenson
The new Prada Spring/Summer 2024 campaign, Days of Prada, stands as a vibrant testament to the enduring values and timeless elegance in an era often dominated by fleeting trends and fabricated narratives.
Under the visionary leadership of Miuccia Prada and Raf Simons, this campaign transcends the typical confines of fashion, weaving a narrative that celebrates the essence of style within the fabric of everyday life.
seen Willy Vanderperre
creative direction Ferdinando Verderi
PRADA
SS24 Campaign
cast Harris Dickinson, Kelvin Harrison Jr., Troye Sivan
(c) Prada
Central to Days of Prada is the reimagined concept of the fashion show. Traditionally a transient spectacle, Prada elevates it to a season-long narrative, transforming the runway into a rich ecosystem of meaning and diversity. This campaign delves into the dual nature of fashion – as both a personal badge of individuality and a communal symbol, merging momentary glamour with enduring style. It prompts a reflection on the integral role of fashion in our daily lives, skillfully blending the transient allure of the runway with the lasting impact of authentic style.
Capturing the soul of this campaign are the honest and pure portraits by photographer Willy Vanderperre. Each of the 40 models, a blend of familiar and new faces, is showcased in a balance of spontaneous intimacy and refined formalism. These portraits are form part of a collective narrative: they reflect the procession of the fashion show and engage in a broader conversation about fashion as a personal and communal expression.
Further enriching the campaign's narrative is Prada's foray into the world of cinema. Highlighting three internationally acclaimed actors – Harris Dickinson, Kelvin Harrison Jr., and Troye Sivan – the campaign celebrates their unique personal characters. Here, fashion and personal narrative intersect, with each man portrayed not just as a model but as a protagonist of their own story.
This campaign reminds us that fashion is not an isolated art form but a collaborative journey, a collective profession enriched by the diverse stories it weaves together.
Let´s participate in a narrative that intertwines the personal with the universal, the ephemeral with the timeless, the individual with the collective.
This is the quintessence of Prada – a celebration of fashion's enduring power to tell stories and shape identities.
all images
PRADA Spring/Summer 2024 Campaign (c) Prada