The Pre-Fall 2020 Prada Womenswear campaign questions physicality: the bright colors of the collections are isolated, made abstract, and placed at the center of the stage, highlighting their material essence and disarming simplicity. Colors are used as a tool to recalibrate classic garments, giving them a new actual look within a surreal ambiance: Colorful garments become pure colors, challenging the typical form of photographs, in which images and videos combine hand-painted watercolors and digital mastery. The black and white photos act as monochromatic canvases for subsequent interventions, creative expressions through saturated colors applied with improvised spontaneity on the images.
This way, the silhouettes of the garments, their seams and their patterns, become “paint by numbers” frames for energetic exploration of the dozen of Prada-ist shades, while the films offer another twist, capturing the transformation of the model who become herself a creative.
Creative Director: Ferdinando Verderi
Photograph: David Sims
Stylist: Olivier Rizzo
Film Director: Ferdinando Verderi