History plays a significant part in the fashion industry, where it is a living, breathing component continuously emphasized. At Prada, humanity has always fascinated and reflected the depth of human experience through fashion while drawing inspiration from life and the living. Here, ideas are taken from the past and reactivated or recreated for the present and future.
The Fall/Winter 2022 campaign celebrates individuals and individuality, showcases cross-generational women, and conveys their stories. The campaign uses advertising to push the boundaries of fashion and communicate reality.
The photographs are a series of direct, arresting, and precise portraits that ultimately represents the Prada woman. The campaign was shot by David Sims and starred Hunter Schafer alongside Loli Bahia, Sora Choi, Kendal Jenner, Liya Kebede, Amanda Murphy, Kai Newman, and Lina Zhang. These actors and models were also featured on the Fall/Winter 2022 Parada runway by Raf Simmons and Miuccia Prada.
The importance of these women lay in their personalities, history, and identities of the unique experience each of them lived. The portraits are paired with a still life that may give the notion of the abstract; however, the stories of these women’s lives elucidate the meaning behind the image. The images from the campaign are made to serve as a door in these lives and stories, encouraging the audience to experience and recount the memories and emotions, but more deeply, to enter into a conversation with these women. For Prada, these women must not only be seen but rather heard and understood.
Through the Fall/Winter 2022 campaign, Prada fundamentally expands the narrative of the lives of these extraordinary women, affording them a voice and a history. It does this by giving us a window into their world and lives.