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A celebration of the preciousness of the everyday, an expression of the style of life, a piece of now. Realness. The Prada Resort 2020 campaign celebrates the beauty of living, of reality, of today.
As the Prada Resort collection proposes an alternate viewpoint on classicism - the idea of simplicity as a rebellion, of the extraordinary to be found within the ordinary, the new inside the familiar - so a fresh perspective is found here, a different take on the very concept of fashion advertising. No longer a static, distanced image viewed through the lens of the page or the computer screen, the Prada 2020 Resort campaign is integrated into everyday life, subverting convention by breaking down those barriers. It debuts idiosyncratically, not only on the pages of magazines but as something to be experienced, to be lived. Tactile paper images wrap fragrant bouquets at florists in key cities around the globe – London, Milan, Moscow, New York, Paris, Shanghai, Tokyo - at points unexpected, unknown, unanticipated.
Everyday places filled with beauty, romance, poetry and stories.
The two photographers selected by Prada to document this collection are noted for their dichotomous yet equally powerful portrayals of personalities - of humanity. New York-based Drew Vickers has drawn international acclaim for composed, calm and elegant portraits that sensitively highlight the quiet and tender human emotion within his subjects. Here, the photographs are as much an expression of the feeling of the collection - a portrait of the fashion - as of the sitters themselves. Prada has chosen to contrast these with the work of Japanese photographer Keizo Kitajima, noted for his real and dynamic street photography from the 1970s through until today.