Prada Resort 2020 campaign opts for simplicity, for the beauty in the ordinary, everyday life as an expression of rebellion. A flower shop becomes the theatre of stories and spontaneous expressions of love. Freja Beha Erichsen, Freek Iven, Qun Ye, Sara Blomqvist Young, Stella Jones, Yang Hao and Kyla Ramsay hold in their arms daisies, sunflowers, chrysanthemums, bouquets, shot by Keizo Kitajima, Japanese photographer known since the 70s for the dynamic and real style of his street shots and by the American Drew Vickers, who’s the author of the black and white images.
The bouquet of flowers becomes the real star of the campaign: Prada has therefore decided to make the retro and nostalgic accessory real, thus bringing closer the aesthetic and the imaginary of the fashion house to its followers.
Once again Prada has decided to invest in an innovative technological means able to clear the distance between the helm of the brand and its audience, generating in this way a number of contents that will amplify and increase the communicative power of the campaign. By clicking on this link, you will only have to scan the QR code, select the flowers and the bag you like the most and take a picture of yourselves. Your shot will then appear on the newspaper that wraps the flowers – an image ready to be shared on your social media profiles.
Prada has moreover selected a series of florists in Milan (at the florists in Piazza del Carmine), London, Moscow, New York, Paris, Shanghai and Tokyo who will wrap your bouquet of flowers with the huge prints of the campaign shots showing the Seditious Simplicity collection.
Among the guest stars of the project are the iconic fashion editor Grace Coddington, model Blondey McCoy, French it-girl Louise Follain, Kimberly Drew of @museummammy, the actresses Mei Nagano and Lyna Khoudri, the model Cici Xiang and @tomma0411.