SS 2020 Man

Campaigns

Optimist Rhythm

In a time during which offering a simplified definition of oneself seems a universal ambition, Prada enjoys demonstrating the opposite. That is, indeed, more Prada. Acronyms become a playful metaphor for a confident embracing of the indefinability of the idea of Prada itself. They are juxtaposed with images, which amplify the defiance of a notion of consistent or conventional identity.

An intentional display of duality, multiplicity, constant reinvention and renewal is a vital element of performance. Through music, in movies, on stage, creatives re-address and realign perceptions, reframing the self and their own invention.

To bring this to life, the Prada Spring/Summer 2020 menswear campaign features a trinity of contemporary creatives, pivotal cultural personalities of now and archetypes of the hyper fragmented mindset of tomorrow. Each embodies a single identity of the Prada man, one aspect, one outlook, multiplied by each image, each definition. They are representations of the legion individuals that comprise the collective.

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Each of these men uses words to define themselves: the lyrics of a song, the words of a script. They are a blueprint, a template, for life, for living, for feeling. Here, words are used as a means to redefine the image, to attempt to define the indefinable - PRADA. The acronyms are influenced by abstract ideas, thoughts, notions: they provoke, sometimes adding context, sometimes positing a contradiction, always sparking thought.

Here, today, confidence, positivity and possibility are embodied. Like the words they appear alongside, these images, these men, provide a definition of Prada. Yet each leave the field open, to interpretation, and reinterpretation.