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Days of Prada

Women’s and Men’s SS 2024 Campaign


In times of invented narratives and advertised lifestyles, the Prada Spring/Summer 2024 campaign signals a reassertion of timeless priorities. Fashion is about clothes, within life, encapsulated in the living procession of the fashion show. Here, the narrative of that typically transient moment is amplified, extended for an entire season.

SS 2024 Woman and Man
A sequence of honest and pure portraits by Willy Vanderperre, poised between spontaneous intimacy and elegant formalism, encapsulates the personae of each model of the show, 40 in total. Comprising both known and new faces, every woman is championed, afforded space and agency in singular portraits – a focus placed on her, and her clothes, addressing ever-transforming notions of femininity. Amplifying a dichotomy between the notion of the singular and the collective, these portraits are at once individual and part of a larger body of work. They reflect both the procession of the fashion show itself, and a wider dialogue with fashion as both badge of belonging and marker of personality. Prada reminds us that the profession of fashion is a collective one.
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Equally, cinema is both a collective endeavor and an individual exercise, actors prized for their innate and unique abilities. Continuing a lineage of Hollywood actors embodying the Prada man, three internationally acclaimed actors and creatives are showcased: Harris Dickinson, Kelvin Harrison Jr. and Troye Sivan. Here, their personal characters are celebrated – the roles they play are themselves. Protagonists of their own narratives, they are here framed alongside one other.
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Creative Direction: Ferdinando Verderi

Photographer: Willy Vanderperre


Women’s Spring Summer 2024 Campaign
Cast: Ajah Angau, Mica Argaranaz, Loli Bahia, Lexi Boling, Jolien Bosman, Oninyechi Chijoke, Sora Choi, Rejoice Chuol, Elise Crombez, Anica Cuca, Sanja Dalecka, Mathilde Denard, Dominika, Lina Emelianova, Farah, Selena Forrest, Elen Giunio, Nastya Honchrova Du Juan, Qin Lei, Julia Meseguer, Amanda Murphy, Julia Nobis, Ornella, Lila Pankova, Romi Peled, Eliza Petersen, Sascha Rajasalu, Laura Reyes, Alyosia Salamatina, Diana Skowron, Penelope Ternes, Denyse Tumukunde, Ilya Vermeulen, Freya Vervaet, Nikki Vrekic, Rianne Von Rompaey, Liu Wen, Anok Yai, Lina Zhang


Men’s Spring Summer 2024 Campaign
Cast: Harris Dickinson, Kelvin Harrison Jr., Troye Sivan