Instead of one, many. In place of a single women’s campaign film, for Spring/Summer 2019, Prada 365 presents a multifaceted moving image identity, five individual shorts exploring and expounding the concept behind the Prada womenswear show, yet reframed and re-envisaged through the lens of cinema.
All fashion models are actresses, to a degree – becoming personifications of the different attitudes of the clothes they inhabit. Here, the notion is pushed to a further eventuality: each model becomes a definitive character, designed for the filmic short in which she debuts and inspired by the Spring/Summer 2019 Prada collection.
A diverse selection of international models are our heroines, the cross-cultural casting corresponding to feminine monikers drawn from a Prada handbag. Freja Beha Erichsen appears as Sybille, Gigi Hadid as Sidonie, Maike Inga as Margit, Liu Wen as Odette, Anok Yai as Belle – ll are identifiable as models yet adopting another identity, inventing another world.
These films are double reflections – of the Prada Spring/Summer 2019 show, but also of iconic movies spanning the last half-century. Each of the five individual films consciously reflects a classic genre – horror, suspense, thriller, romance – reimagining their scripts with Prada’s handwriting. An expansion of the plural visual narratives for digital and print proposed by Prada365, these films are directly referenced in print imagery – created to mirror motion picture posters – offering stylistic previews of these compelling movie shorts. Directed by Willy Vanderperre, alongside cinematography by Benoît Debie and scores by Frédéric Sanchez, these films represent an elemental duality, a notion of multiplicity at the heart of the id of Prada and a dichotomy central to the Spring/Summer 2019 show. Each woman, however, is unique, singular – an individual heroine, a different face, a new facet of Prada and different side to Prada 365.
On the occasion of the Spring/Summer 2019 Prada Women’s and Men’s advertising campaign short movies unveiling, Prada makes its debut on Spotify, the world’s most popular music streaming service. Within Prada’s official profile, the brand’s advertising campaign films scores – curated by sound artist Frédéric Sanchez – are available as well as other tracks selected by Sanchez himself, recalling the classic Hollywood cinema.
Play Prada on Spotify