The Prada Spring/Summer 2021 advertising campaign showcases the first collection created by Miuccia Prada and Raf Simons, and explores how the impact of technology on contemporary life – and fashion – is reshaping people’s perspectives: both how we see ourselves and, by extension, how society as a whole views the outside world.
The images were not created by a single photographer, but instead using hundreds of cameras that rotate 360° around the models, capturing myriad viewpoints and offering a real analysis of the dialogue between humans and technology and of technology’s role in communication.
Unusually, the photos draw viewers into a personal dialogue with Prada, making them an intrinsic part of the campaign: each shot asks a question on various key topics – people’s perception of themselves, their vision of technology, and how they view humanity, diversity, inclusivity and sustainability – and feeds into a direct conversation at prada.com. This element is crucial to maintaining open dialogue and forms an essential part of the campaign, which will periodically be updated to include some of the most meaningful replies.
Creative Director: Ferdinando Verderi
Models: Vira Boshkova, Rolf Carmona, Alice Cooper, Ruben De Baecke, Taira Go, Evelina Grinberga, Dara Gueyer, Isa Gustafson, Greta Hoffer, Dija Kallon, Lydia Kloos, Lamine Niang, Fatou Samb, Sin Seungmo, Haroon Sherzad, Adrien Smarts, Jesse Spruit