Under the co-creative direction of Raf Simons and Miuccia Prada, Prada‘s SS21 campaign builds upon the sense of intimacy initiated by earlier activations, like the post-presentation fan Q&A. The campaign also showcases the first Prada menswear garments imagined under Simons’ joint tenure.
Showcased alongside the luxury house’s latest womenswear, the menswear is exactly what one would expect from the dual creative directors: boxy tailoring with a twist, including visible Prada badges and four-button fastening. Furthermore, creative director Ferdinando Verderi took an experimental approach to capturing the snapshots, lensing models with 360-degree camera setups instead of utilizing a lone photographer. This approach mirrors Prada’s stated thesis behind the SS21 collection, exploring “the conversation between man and machine.”
Notably, Prada’s campaign also proposes some thought-provoking queries to viewers by way of bold text laid over each image. These include lofty ponderings on the nature of ingenuity, like “Is creativity a gift or a skill?” and “How is ‘unique’ different from ‘new?’” The Italian fashion brand is open to interpretation here, inviting crowd-sourced conclusions from supporters across the globe.
Answer the questions proposed for Spring/Summer 2021 on Prada’s website where you can also peruse some of the new season’s garments.
Prada most recently issued a familiar-looking sneaker silhouette as part of its Linea Rossa line.
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