PRADA TOUCH OF CRUDE PRADA SS23 ADVERTISING CAMPAIGN
Prada: stories of personalities and lives. The Prada Spring/Summer 2023 campaign places the men’s and women’s collections of Miuccia Prada and Raf Simons within an ever-evolving continuum, in which enigmatic fragments of stories reflect a multifaceted humanity, highlighting different personalities and echoing distant realities. Emotional complexity, parallels, paradoxes and alternative perspectives.
Prada and director Nicolas Winding Refn have created a new collaboration within an immersive environment conceived in the space of the Spring/Summer 2023 women’s show. At the heart of this exchange is an exclusive new short film directed by NWR that explores the life of women and the fluidity that distinguishes modern femininity: a woman moves into a new house and receives a mysterious Black Box with a peephole through which she observes multiple universes, each seen from a different female perspective. Touch of Crude, which premiered at the Lumière Film Festival in Lyon in October, the Geneva International Film Festival and the Stockholm Film Festival in November 2022, now debuts on prada.com and on the brand’s social platforms, as well as at the Cinema of the Prada Foundation in Milan with screenings scheduled for 11 and 12 January 2023.
Through the photographic language of fashion, which echoes that of cinema, the campaign represents the quintessence of Prada, further evolving in the continuous interplay of creative ideologies. David Sims’ shots refer to classic Hollywood and European films whose images represent frames within divergent stories, glimpses of an unedited narrative and an unknown script that once again tends towards multiple points of view belonging to different lives. The Prada campaign is made up of a cast of faces of immediate resonance and international fame: actors Vincent Cassel, Jaehyun Jeong, Louis Partridge, Hunter Schafer, Letitia Wright, alongside models Guinevere van Seenus and Rachel Williams.
The campaign, in which by their very nature actors and models embody an otherness, plays on this multifaceted essence, where plurality adds complexity, but, at the same time, enters into contradiction with the crudeness which in itself implies simplicity, frankness and purity. In the campaign, this element emerges in the bare sets that echo cinematic projections of different universes, evocations of interior spaces, imitations of reality and traces of life.