A cinematic context, a language of film, a mystery to be solved, a narrator reading words that the images bring to life – the Prada 2020 Holiday campaign, photographed by Steven Meisel and based on an original story by the best-selling author Candice Carty-Williams, offers different angles, views and cuts around the protagonists of an unfolding narrative: Prada’s accessories, jewelry and leather goods.
Five characters, five faces cast from the universe of Prada populate an isolated villa in Italy, namely Villa Gnutti made famous in 1981 by Helmut Newton’s shoot.
In the tradition of film noir, the campaign reconnects with early Prada moments pioneering the aesthetics of cinematic drama. Photographed in black-and-white, the fragments presented in the print campaign become the door to a living narrative that develops online. Jump shots from an imaginary film offer a sense of tension, sometimes of contradiction.
A synthesis of classicism and futurism, a focal point is the new Prada Cleo handbag, debuted in the Prada Multiple Views SS21 show and featured in the Spring/Summer 2021 womenswear collection. The Prada Galleria handbag, the Vanity compact-bags, Saffiano and nylon travel accessories and men’s jewelry for him, and a new line of Prada jewels for her, in sterling-silver and tourmaline, all feature.
Watch Prada’s Holiday 2020 short film above and view the striking campaign photos, below.
Photographer: Steven Meisel
Creative Director: Ferdinando Verderi
Cast: Freja Beha, Maty Fall, Mao Xiaoxing, Rudolfs Valbergs, Merlijne Schorren
Story by: Candice Carty-Williams
Location: Villa Gnutti, Italy