Prada’s latest FW24 campaign has been revealed, and it is centred upon the art of communication.
Discussing the inspiration for the release which is titled “Now That We’re Here” the house said “The campaign embraces a fundamental tenet at the heart of the house’s creativity: the notion of conversing, of exchange of ideas. Honest human interaction is at the core of Prada’s identity – the foundation of its expression of fashion, and the root of the creative partnership between Miuccia Prada and Raf Simons.”.
An ensemble cast of world-renowned actors are captured in intimate and unrehearsed interaction, and stolen moments, photographed by Willy Vanderperre. Harris Dickinson, Damson Idris, Yili Ma, Hunter Schafer and Letitia Wright engage with one another, both face-to-face and via phone, the images of their interchanges nodding simultaneously to the fiction of different eras, of narrative cinema and the variety of documentary.
They speak from a script created by American filmmaker, artist, and writer Miranda July, whose own work constantly explores these ideas of discussion, of links between individuals forged by language.
The campaign extends into reality, not just observing but instigating dialogue as action: sets of conversation cards, written by Miranda July, propose topics to discuss among friends. Within the accompanying short films, directed by Oscar-nominated documentary director Garret Bradley, July is herself an invisible protagonist – we hear her voice on the other side of the phone, confessing fragments of imaginary narratives. In both images and film, these conversations are tantalizingly out of reach – seen, sometimes partially heard, they invite revelation in the imagining of their entirety.
The campaign imagery is informal and direct, simple and true. It reflects innately human gestures and impulses – our need to connect, to offer opinions, to listen and learn.
