Prada

Oct 2025

Prada transforms the traditional holiday narrative with its 2025 ad campaign, a visual journey that masterfully balances high-fashion polish with the rustic nostalgia of a mid-winter excursion. Under the visionary guidance of creative directors Miuccia Prada, Raf Simons, and Ferdinando Verderi, the campaign leans into a cinematic aesthetic that feels both intimate and expansive. Captured through the lens of photographer Glen Luchford, the series relies on natural light to illuminate a collection of vintage automobiles stranded in a snow-dusted, dense forest landscape. The work utilizes a live-action technique that prioritizes movement and mood, placing models like Maya Hawke, Damson Idris, Louis Partridge, Letitia Wright, and Li Xian within a narrative of seasonal exploration. The campaign functions as a sophisticated study in contrast; the vibrant, structured silhouettes of Prada handbags and technical nylon backpacks serve as refined anchors against the soft, cool-toned textures of snowy pine branches and tweed upholstery. By blending lifestyle imagery with a distinct editorial minimalism, the project avoids the typical clamor of holiday marketing, instead opting for a quiet, deliberate elegance. It is a masterclass in luxury storytelling where every detail—from the coniferous trees strapped to car roofs to the specific sheen of metallic hardware—reinforces a brand identity that remains eternally focused on the intersection of human character and sartorial precision.

Editorial, Warm

Analogue / film, Natural light

Luxury Fashion Houses

Forest

Advertising Campaign