Five women of timeless and natural beauty embrace possibility and change in a new campaign shot by Steven Meisel for Prada. An obsession with lightness brings a weightless atmosphere to the campaign. It is a pause for reflection. A calm and collected meditation. An ode to individuality.
Vanessa Axente, Vittoria Ceretti, Lorena Maraschi, Sasha Pivovarova and Fei Fei Sun are captured against a pale and poetic backdrop. Each character poses in front of a cream panel giving way to a dreamy eternity in varying shades of pastel.
The individuality of the five protagonists is emphasized by classic Prada bags, slung over shoulders with assured and eclectic attitudes. The bags are shown with game-changing new detachable Prada shoulder straps that can be bought separately, swapped and paired with different Prada bags to create electrifying expressions of personality and style.
The shoulder straps, in calf skin, saffiano leather or web, are embellished with three-dimensional flowers of Swarovski crystals, resins or leather. They are transformative playthings, physically and intellectually attaching the bags to their owners.
The Prada Galleria bag classic shapes – defined by contradiction and duality – are enhanced by modern metal hardware: unexpected, intricate and ingenious. Named after Prada’s historic first store in Milan, the Prada Galleria is an heirloom, an institution and a timeless obsession. Here it is transformed with two different straps, one with black and white flowers in butter-soft leather, the other floral appliqués of resins.
The Prada Giardiniera (“gardening bag”). Available in natural hemp or denim cotton, the feather-light Giardiniera bag is screen-printed with the classic Prada logo, designed in 1913 by Mario Prada, Miuccia Prada’s grandfather. Here a web strap with pink leather flowers is attached using the double clip with steel finish that can attach to handles or shoulder strap hooks.
The iconic Prada Double bag. The unique architecture of the Prada Double bag blends inside and out into a single piece. Here the bag is paired with a leather shoulder strap with yellow and white floral appliqués in supple leather, emphasizing its light and playful attitude.
The unique character of the last bag derives from its construction, which is woven from multicoloured Madras goat-skin leather using an ancient Indian technique. It is shown in the campaign with its own shoulder strap and metal tuck closure.
An effortless poetry defines the campaign images, at once pale, playful and provocative. Each composition conveys the sense of endless possibility and fluidity that defines the modern Prada woman.