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A Winter’s Tale

 

PRADA HOLIDAY 2025 CAMPAIGN

A winter archetype – a voyage through a pristine snowscape, a quest of rediscovery, a return. The Prada Holiday 2025 campaign celebrates a timeless and cross-generational tradition: winding through crystalline white trees, an automobile journey is emblematic of the season. A universal experience, a story known by many – a coming home.

Cinematic in scope, panoramic in scale, these still and moving images echo a long tradition of Prada campaigns inspired by movie auteurs. Filmed and photographed by Glen Luchford, the epic vision is brought to life by bold and youthful international talents: Maya Hawke, Damson Idris, Louis Partridge, Letitia Wright, and Li Xian They convene as friends, a chosen family making the trip together.

Neither a start, nor an end, the campaign captures these protagonists in the depths of their excursion. And, in the campaign film, our recognized realities transform into magical fantasies – a nighttime forest miraculously illuminated by light. It celebrates the holiday period as time of kinship and sharing, of stories, and of exceptional encounter. Of wonderment. In accompanying films, the stellar cast of talent discuss personal stories, of their holiday memories – blurring the line between fiction and actuality, between cinema and life.

Credits:

Creative Directors: Miuccia Prada and Raf Simons
Talent: Maya Hawke, Damson Idris, Louis Partridge, Letitia Wright, Li Xian
Photography and Direction: Glen Luchford
Campaign Creative Direction: Ferdinando Verderi

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