Prada has released its Holiday 2025 campaign, presenting a cinematic exploration of the season anchored in themes of reunion, shared experiences, and the journey home.
Titled A Winter’s Tale, the campaign centres on the familiar ritual of travelling through wintry landscapes, framed as a universal symbol of returning to loved ones.
Shot and directed by Glen Luchford, the campaign spans both still and moving imagery and follows a group of friends on a snow-covered road trip. The narrative unfolds mid-journey, rather than at a point of departure or arrival, capturing a moment where the ordinary slips into the surreal. The film transitions from the realities of winter travel into a dreamlike scene of a forest illuminated at night, intended to reflect the enchantment often associated with the holiday period.
The cast features a line-up of global talent: Maya Hawke, Damson Idris, Louis Partridge, Letitia Wright, and Li Xian. Presented as a chosen family, they embody a sense of youthful camaraderie and togetherness at the heart of the season. Accompanying short films see the cast share personal reflections and memories of past holidays, blurring the boundary between fiction and real-life sentiment. Creative direction was led by Miuccia Prada and Raf Simons, with campaign creative oversight from Ferdinando Verderi.
The cast brings a strong range of creative backgrounds to the project. Hawke, known for Stranger Things and also active as a musician and producer, recently released her third album Chaos Angel. Idris, a British-Nigerian actor, stars alongside Brad Pitt in F1, Apple’s summer blockbuster, and is set to portray Miles Davis in the upcoming biopic Miles and Juliette. Partridge, who rose to prominence in the Enola Holmes films, appeared in Alfonso Cuarón’s Disclaimer and Noah Baumbach’s Jay Kelly. Wright, acclaimed for her role as Shuri in Marvel’s Black Panther franchise and a BAFTA Rising Star Award recipient, continues to expand her work as a producer and filmmaker, with her directorial debut Highway to the Moon releasing in 2025. Li Xian, a leading figure in Chinese film and television, has earned major acting accolades in China and recently starred in series that topped regional streaming charts.
