Beauty, care, love. Prada’s exploration of these eternal, timeless values of humanity - universal emotions - inspires both the Fall/Winter 2023 collections and campaigns. They are brought to life through the metaphor of flowers - both totems and gestures of tenderness and affection - here reimagined to human size, a scale that suggests otherworldly emotions. Those flowers interact with five actors, all global stars - Benedict Cumberbatch, Hunter Schafer, Kodi Smit-McPhee, Letitia Wright and Li Xian - a roster of cinematic idols reflecting Prada’s long-standing relationship with cinema as an expression of cultural ideas and ideals.
Discover the FW 2023 collection by Miuccia Prada and Raf Simons.
The campaign comes to life at selected international flower kiosks
Fragile yet strong, ephemeral yet eternal, flowers are the protagonists of a series of special activation activities that Prada will be launching in several international cities from September 14 to 16, 2023.
Over three days, limited quantities of Prada packs of marigold, daisy and sunflower seeds * will be available while supplies last at flower kiosks on city streets or inside the exclusive shopping malls.
With this unprecedented project, the amplification of the aesthetic and semantic content of the Prada Menswear and Womenswear Fall/Winter 2023 campaign will take on the literal form of sowing and propagation, bringing new blooms all over the world, once again a vehicle of emotions and a physical expression of the intangible.
Time
Prada Aoyama - 11:00-20:00
RAYARD MIYASHITA PARK South 2F - 11:00-18:00
*It is possible to pick up one pack per person at maximum and the distribution ends when all cans are given away.
Soho
SOHO SHACK
Located on Prince Street between Broadway and Mercer
UNITED KINGDOM
London
NIKKI TIBBLES WILD AT HEART - NOTTING HILL
222 Westbourne Grove, London W11 2RH
KOREA
Seoul
1F, 23, Bongeunsa-ro 4-gil, Gangnam-gu
Seoul
R114-115, 1F, 48, Achasan-ro 17-gil, Seongdong-gu
Seoul
1F, 51, Jong-ro, Jongno-gu
CHINA
Beijing
Z Flora
A3-3 Lang Yuan Station, No.53 Banjieta Road, Chaoyang District
Chengdu
biboROOT
No.11-13 Tianyashi West Road, Jinjiang District
Guangzhou
DAWN OF MOUNTAIN
No.565 Donghua East Road, Yuexiu District
Qinhuangdao
Co-Made Florist's
171 Space, Youyi Bay, Aranya North Shore
Shanghai
WILDE
No.208 Wuyuan Road, Xuhui District
JAPAN
Tokyo
PRADA AOYAMA
5-2-6 Minami Aoyama, Minato-ku
Tokyo
RAYARD MIYASHITA PARK South 2F
6-20-10 Jingumae Shibuya-ku
HONG KONG SAR, CHINA
Hong Kong
THE FLORISTRY
18 Gough St, Sheung Wan
Hong Kong
ELLERMANN FLOWER BOUTIQUE
Shop 109, 1/F, Landmark Atrium, Central
UNITED ARAB EMIRATES
Dubai
Dubai International Financial Center, Dubai, UAE
Gate Village 9
Dubai
Dubai Design District, Dubai, UAE
Outdoor area between building 4,5,6 and 7
Dubai
Palm West Beach, Palm Jumeriah
Try the new Prada Blossom filter
The campaign concept also expands on digital platforms thanks to an exclusive filter, newly designed to create experiences and content to publish on Instagram, TikTok, Snapchat, and WeChat. 3D versions of the flowers from Prada’s images bloom virtually on users’ mobile screens – offering customization of one’s photos with special effects.
In imagery captured by Willy Vanderperre, each flower, blown beyond life-sized, faces a different figure, teamed in exchanges and dialogues both visual and literal.
Just as these conversations are paradoxical, so the flower itself is a dichotomy - both fragile and strong, precious and quotidian, ephemeral yet eternal, each one unique. A metaphor for humanity, used as an outer expression of our thoughts and feelings, we can find a synergy between flowers and an embodiment of the human experience - always implied, here made concrete. A real emotion, evoked through these seemingly unreal images.
