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Miuccia Prada and Raf Simons put technology at the heart of their first campaign
With its new advertising campaign, Prada shows that it is clearly in step with the times, advocating a constant dialogue with its audience. The brand’s new campaign showcases its spring/ summer 2021 collection, the first from the creative collaboration between Miuccia Prada and Raf Simons, and has taken a new step in the digital age by placing technology front and centre.
The campaign features neither a star photographer nor a star and was created by artistic director Ferdinando Verderi, who is known for his contemporary and original approach. The campaign features close-ups of silhouettes and the model’s faces, photographed by hundreds of cameras placed in different locations 360 degrees around the subject. The campaign follows the same spirit of the videos Prada created to present its past two collections, which revealed designs from different points of view.
Each image asks a question: “Is future a romantic idea for you?”, “Is nature there on the outside or here on the inside?”, “Should we slow down or speed up?”, “What utopia do you aspire to?”, “Is creativity a gift or a skill?”, and “How is unique different from new?”
The viewer is invited to respond to these questions on the brand’s website, which will collect and reuse the responses during the campaign. As Prada said in a statement, the idea is, “to cross barriers to communicate with the public, involving them in a dialogue which becomes an essential component of the campaign.”
Added to this aspect of the campaign is a dialogue with technology. The latter “defines the 21st century and determines our perspective on the collection. All the while, the models, the styling, the care, and the selection of the shots are based on the human mind and eye. The process becomes a true study of man and technology and of the role of the latter as an unprecedented communication tool,” said the brand.
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