Italian fashion house Prada presented a new advertising campaign for the spring/summer 2020 collection. The director of the video and the author of the idea was the creative director of Vogue Italia Ferdinando Verderi, who is included in the list of the 500 most influential people in the fashion world, while the photos for the lookbook were taken by Jamie Hawkesworth, who previously collaborated with Miu Miu Alexander McQueen and other brands.
In the spring/summer 2020 season, Miuccia Prada reflects on the fact that in an ever-changing world, the reflection of fashion is women who follow their individuality. They are multifaceted and unique. Frey Beha Eriksen, Anna Evers, Sarah Blomkvist and others took part in the fashion campaign. Each of them plays her own role and embodies the image of an urban or rural resident, who are opposed, but don’t contradict each other. In the video, models demonstrate clothes from the brand’s spring/summer collection, which was shown at Milan Fashion Week. It included Polo-collared shirts, elongated pencil skirts, chiffon dresses with sleeves, formal shirts, suits with straight-cut tweed jackets and metallic fabric, woven bags and black wide-top jockey boots.
Every photo from the lookbook features the inscription Prada, which stands for abbreviation and is disclosed in different ways. Representatives of the brand have been using this style for several seasons to show customers their readiness to change after the world and to look for new ways for self-determination.