In a world where fast fashion and fleeting trends dominate, Prada’s Fall Winter 2024 campaign cuts through the noise with a refreshing focus on authenticity and genuine connection.
The campaign released overnight is a masterclass in storytelling, starring an eclectic ensemble of actors – from Damson Idris (Swarm) and Harris Dickinson (Triangle of Sadness and the soon-to-be-made Sam Mendes Beatles biopic), Yili Ma (The First Half of My Life), Letitia Wright (Black Panther), and the enigmatic Hunter Schafer (Euphoria and Kinds of Kindness). Together, they breathe life into Prada’s vision of “honest human interaction” and the “exchange of ideas.”
Shot by the visionary Willy Vanderperre, this campaign delves deep into the art of interaction, capturing the raw beauty of stolen moments and whispered conversations. It’s an ode to fashion as a medium of exchange, where clothing becomes a silent yet powerful language. The visuals, inspired by a blend of cinematic styles from different eras, oscillate between narrative cinema and documentary realism, blurring the lines between fiction and reality.
At the heart of this visual narrative is a script penned by the inimitable American film director and screenwriter Miranda July, renowned for her exploration of human connection and dialogue. Under the discerning eye of Oscar-nominated director Garret Bradley, these snippets of interaction unfold in still images and short films, creating a tapestry of intimate exchanges. Each frame invites the viewer to eavesdrop on the conversations, both face-to-face and over the phone, drawing us into a world where every glance and gesture tells a story.
Watch the full Prada FW24 campaign video
You can watch the full Prada FW24 campaign video on their YouTube channel, below.
Looking for more Prada news? Check out Norbert Schoerner’s new photo book, which celebrates some of Prada’s most iconic campaigns, or delve into their Fall Winter 2024 runway from February.
