Lucine's Blog

Fall Winter 2023 Womens and Mens Campaign

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Spotted in Zürich on Bahnhofstrasse

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Beauty, care, love. Prada’s exploration of these eternal, timeless values of humanity – universal emotions – inspires both the Fall/Winter 2023 collections and campaigns. They are brought to life through the metaphor of flowers – both totems and gestures of tenderness and affection – here reimagined to human size, a scale that suggests otherworldly emotions. Those flowers interact with five actors, all global stars – Benedict Cumberbatch, Hunter Schafer, Kodi Smit-McPhee, Letitia Wright and Li Xian – a roster of cinematic idols reflecting Prada’s long-standing relationship with cinema as an expression of cultural ideas and ideals.

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The campaign comes to life at selected international flower kiosks.

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Fragile yet strong, ephemeral yet eternal, flowers are the protagonists of a series of special activation activities that Prada have launched in several international cities from September 14 to 16, 2023.

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For three days in selected flower kiosks on city streets or inside the most exclusive shopping malls, it was possible to pick up limited-edition packs containing different seeds ready for planting.With this unprecedented project, the amplification of the aesthetic and semantic content of the Prada Menswear and Womenswear Fall/Winter 2023 campaign takes on the literal form of sowing and propagation, bringing new blooms all over the world, once again a vehicle of emotions and a physical expression of the intangible.

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Campaign

In imagery captured by Willy Vanderperre, each flower, blown beyond life-sized, faces a different figure, teamed in exchanges and dialogues both visual and literal.
Just as these conversations are paradoxical, so the flower itself is a dichotomy – both fragile and strong, precious and quotidian, ephemeral yet eternal, each one unique. A metaphor for humanity, used as an outer expression of our thoughts and feelings, we can find a synergy between flowers and an embodiment of the human experience – always implied, here made concrete. A real emotion, evoked through these seemingly unreal images.

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