Prada has unveiled its Fall/Winter 2025 campaign, titled “Prada Motion Pictures”, which highlights the theme of movement and collective force.
The campaign features both women’s and men’s collections designed by Miuccia Prada and Raf Simons.
According to the house, the concept revolves around “pictures in motion” and “images of free movement,” capturing the intensity of dynamic life through fashion. The campaign presents multiple figures in free-form motion, never standing still, representing a journey towards an unknown and unseen destination.
Rather than relying on static imagery, the campaign depicts models photographed in everyday actions such as walking. The aim is to present a sense of authenticity and vitality, with the resulting visuals reflecting the core intention of the collection. The direction suggests a freer attitude towards fashion, one that values realism and spontaneity.
The campaign also explores the idea of “kinetic grace,” describing motion as a vehicle for progress and shared knowledge. The models are grouped together in scenes that emphasise collective action and unity. According to the release, the campaign intends to convey a shared reality and lived experience, where individuals become stronger as a group than they would be alone.
The visual material includes still photographs and slow-motion 360-degree films. These media formats aim to formalise instinctive gestures and choreograph the intersecting paths of people. The result is a series of visuals that seek to encapsulate energy, freedom and the movement of the body within clothes.
The house describes the work as reflective of “actuality” and “real reactions,” and notes the embrace of imperfections and unanticipated gestures. The broader objective appears to be a portrayal of fashion not just as a form of design but as an evolving, lived experience.
The campaign was creatively directed by Ferdinando Verderi. Photography was led by Oliver Hadlee Pearch, with film direction by Frank Lebon. Creative direction for the collections was provided by Miuccia Prada and Raf Simons.
