Prada

Jan 2025

For its Lunar New Year 2025 ad campaign, luxury fashion powerhouse Prada leans into a bold, conceptual visual language that merges minimalist portraiture with striking graphic design. Under the visionary creative direction of Miuccia Prada, Raf Simons, and Ferdinando Verderi, the project captures a diverse cast of talent, including Du Juan, Li Xian, and Zhao Lei, against a stark, high-key studio backdrop. The campaign is defined by a recurring, serpentine motif: a vibrant red silhouette of a queue that snakes behind the subjects, creating a rhythmic, rhythmic juxtaposition between realistic, refined portraiture and abstract graphic form. Photographed by Oliver Hadlee Pearch, the imagery utilizes sharp studio strobe lighting to emphasize the rich textures of the collection, from structured leather handbags to layered knitwear and precision-tailored outerwear. The aesthetic, which feels both contemporary and deeply intentional, channels a sense of orderly movement that honors the spirit of the season. By stripping back the set to a neutral void, the team ensures the spotlight remains on the interplay between the individual subjects and the graphic red elements, resulting in a polished commercial editorial that elevates classic luxury fashion into a modern, narrative-driven exploration of presence and pattern.

Editorial, Commercial

Studio strobe

Luxury Fashion Houses, Fashion