Now that we’re here

Prada Women’s and Men’s Fall/Winter 2024 campaign

A campaign as a dialogue – Prada in conversation. The Fall/Winter 2024 Prada advertising campaign embraces a fundamental tenet at the heart of the house’s creativity: the notion of conversing, of exchange of ideas.

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FOR HER FOR HIM

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. Every Prada collection is a conversation, an interplay of contrasting opinions and viewpoints, both within the designs themselves, and in their rapport with their audience. Fashion is an exchange. That ideology is extended to encompass the concept behind Prada’s visual imagery, a mirror of actuality – the now, the here.

An ensemble cast of world-renowned actors are captured in intimate and unrehearsed interaction, 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 verity 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 Garrett 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 Miranda July Hotline

In a real-life mirror of the telephone interchanges at the heart of the campaign’s still and motion imagery, Prada collaborated with Miranda July to bring these fantasized conversations to life. Billboards across key cities worldwide - Milan, Los Angeles, New York, London and Bangkok - advertised a dedicated toll-free phone number, allowing the public to interact from their own devices. Callers could “dial in” to speak with Miranda July, or rather, with July’s voice, which interpreted conversation with the caller according to a pre-programmed script written by July herself.

Spanning from ironic advice to seemingly friendly conversation to surreal and unexpected scenarios, each interaction told an individual story determined by interaction - another form of dialogue.

The telephone conversations that populate the imagery of the FW24 campaign became real in September 2024 at the Donna boutique in Galleria Vittorio Emanuele II in Milan, where a telephone dominated one of the store's central windows, which, left open without glass, allowed passersby to interact with artist Miranda July.