The advertising campaign for the Prada Spring/Summer 2020 women’s collection offers perspectives and points of view that reflect Prada’s variety: a series of constantly shifting meanings, reinterpreted endlessly through a series of acronyms using the initials of the word PRADA. Each offers one possible interpretation of the brand’s identity from an infinite array of possibilities: witty, surreal and ambiguous attempts that demonstrate that Prada cannot be reduced to a single concept or idea. Each image provides multiple visions of the world, while also maintaining a life of its own: black-and-white and colour, close-up portraits and full-length shots, rural and urban settings, and everything from spontaneous reportage to the most classic, honed poses.
Photographer: Jamie Hawkesworth
Director and creative director: Ferdinando Verderi
Models: Sara Blomqvist, Freja Beha Erichsen, Anna Ewers, Berit Heitman, Ruiqi Jiang, Ashley Radjarame, Kyla Ramsay, Charlotte Rose, Miriam Sanchez and Zso Varju