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Campaigns

SS 2020 Woman

Plain
Redefined
As
Daring
Attitude

The multitude characterizes Prada, an ever-shifting landscape of meaning, endlessly reinterpreted - not one woman, but many, changing ceaselessly, a reflection of fashion itself. Like the identity of women today, the identity of Prada too is fluid, fluctuating, open to interpretation - confounding explanation, eschewing rhetoric, refuting definition. The paradox and contradiction inherent to Prada make easy categorization or summarization impossible: Prada is simultaneously complex and simple, singular yet multi-faceted.

The Prada Spring/Summer 2020 womenswear campaign offers a multitudes of views and perspectives that reflect that dichotomy - of the ever-shifting landscape of women that constantly inspire, and of the plurality of definitions of Prada.

There is a power to the word as a tool to define, and in Prada’s case, to challenge definitions, to re-define, de-contextualize and recalibrate, to evoke an imaginary narrative and hence change our eye as we examine the picture plane. An attempt at an impossible definition becomes a manifesto for the impossibility of definition itself.

The Prada campaign evolves around a series of written acronyms, spelling out the word PRADA. Like the images they are placed alongside, each of these acronyms offers a possible interpretation of the idea of Prada, but only one of many. Ironic, surreal, ambivalent, dichotomic, these many attempts at definition ultimately only prove the indefinability of Prada as a single concept or idea.

图像亦定格不同角度,展现诸多情境。是整体,也是独立个体。并非身份碎片,而是每一个领悟后的自我,在同一整体中张扬个性,此为真谛。

形象大片由Jamie Hawkesworth掌镜,以其不断再创作的摄影语言迎合主题,打破惯例性叙述,于黑白与色彩之间,肖像与全景之间,乡村与城市之间,自发叙事与审慎经典的角度之间转换。迥异生活跃现眼前。

大片阵容由新生代及知名模特组成,呈现个性十足的女性国度。这些女性包括Freja Beha、Sara Blomqvist、Anna Ewers、Berit Heitman、蒋瑞琪、Ashley Radjarame、Kyla Ramsey、Charlotte Rose、Miriam Sanchez和Zso Varju。

同步推出的短片亦重申这一概念,于PRADA字里行间,将故事娓娓道来。

Through these elements, constantly juxtaposed new ways, the campaign continually renews itself, each time offering a different meaning, a new attitude, a different intention, a fresh definition.

These words, these images, interpret - literally - the multiple identities within Prada, and within the Prada woman. Yet, like the world itself, they never settle, never pause.

They are always and never the same. In that, they explore the ultimate paradox of Prada: immediately recognizable yet impossible to define.

Photographer:
Jamie Hawkesworth

Films:
Ferdinando Verderi

Models:
Freja Beha, Sara Blomqvist, Anna Ewers, Berit Heitman, Ruiqi Jiang, Ashley Radjarame, Kyla Ramsey, Charlotte Rose, Miriam Sanchez, Zso Varju

Creative director:
Ferdinando Verderi