For its Summer 2025 ad campaign, Prada embraces a striking sense of serene isolation, positioning its latest collection against a vast, mirror-like expanse of water shrouded in soft, atmospheric fog. Under the creative direction of Miuccia Prada, Raf Simons, and Ferdinando Verderi, the campaign leans into a minimalist aesthetic that prioritizes texture and silhouette. Photographer Oliver Hadlee Pearch captures this narrative through a series of portrait and lifestyle shots, featuring a diverse cast of models including Kendall Jenner, Troye Sivan, and Hunter Schafer. Each subject is placed within small, vibrantly colored wooden rowboats, creating a surreal, dreamlike contrast against the muted, monochromatic blue-grey backdrop. By utilizing natural light to achieve a diffuse, even glow, the project highlights the intricate craftsmanship of the brand's accessories, from structured canvas totes and vibrant crochet handbags to iconic nylon bags with rope detailing. The result is a highly deliberate exercise in editorial minimalism, where the negative space of the foggy environment forces an intimate focus on both the wearer and the garment. With its clean composition and restrained color palette, the campaign channels a quiet intensity, effectively blending commercial polish with a high-fashion sensibility that feels both grounded in texture and expansive in scope, establishing a definitive and modern visual identity for the season.
