For its Fall/Winter 2021 advertising campaign launch, Prada promotes a series of experimental initiatives Milan, Florence, Rome, Paris, London, New York, Shanghai, and Tokyo. The billboards that appear on the walls of buildings, are echoed by surprising forays in urban spaces full of meaning: bakeries and fruit and vegetable markets are transformed by Prada’s touch and come enlivened with iconic codes, where bread – the most symbolic, simple, and essential sensorial of staples – is dolled up in special packaging. The leitmotif of this campaign is its geometries and the unmistakable patterns of the fabrics in the collection: eye catching on packs of bread and on fruit and vegetable crates, continuing from one wall of a building to another – without losing but rather multiplying their identity – in real-life, everyday spaces. The expression of the same desire for contact, a need for sharing and relationships, which constitutes the genesis of the collection.
n° 69 - 29 September 2021