In Conversation With a Flower

Fall Winter 2023 Womens and Mens Campaign

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.

FOR HER FOR HIM

The Campaign

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.

Credits
Talents: Benedict Cumberbatch, Hunter Schafer, Kodi Smit-McPhee, Letitia Wright and Li Xian
Photographer: Willy Vanderperre
Creative Direction: Ferdinando Verderi
Script by: Michael Cunningham

The campaign comes to life

Fragile yet strong, ephemeral yet eternal, flowers are protagonists of a series special initiatives.

From September 14 to 16, 2023, at selected flower kiosks in several international cities, it was possible to pick up limited-edition packs containing different seeds ready for planting.

The campaign concept also had a virtual echo thanks to the exclusive filter specially designed to create and share on Instagram, TikTok, Snapchat, WeChat the 3D flowers of Prada images.