Retail in Asia


Prada launches “Feels like Prada” campaign in different cities

Feels like Prada

Fashion brand Prada launched its Fall/Winter 2021 Prada campaign, titled “Feels like Prada”, to showcase the collections for women and men designed by Miuccia Prada and Raf Simons through an exploration of the evocation of feeling.

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Photographed by David Sims, each image is implicitly a fragment of an independent narrative – yet presented in serial, laid side-by-side, these photographs form a new abstract story of their own, expressing emotion. Deeper than appearance, this campaign is about what feels like Prada.

This narrative comes to life through a variety of experimental activations during Fall 2021, spanning digital and physical – life, re-fashioned, through the lens of Prada. A series of experimental initiatives take place in Milan, Florence, Rome, Paris, London, New York, Shanghai and Tokyo until the end of October.

Real-world spaces and quotidian objects are enveloped in tactile patterns drawn from the Fall/Winter 2021 Prada collection, alongside building façades also featured in the campaign imagery – objects and places that can be touched, felt.

The leitmotif of this campaign is its geometries and the unmistakable patterns of the fabrics in the collection: eye catching on packs of bread and on fruit and vegetable crates, continuing from one wall of a building to another – without losing but rather multiplying their identity – in real-life, everyday spaces.

In Shanghai, Wuzhong Market, a fruit and vegetable market located in Xuhui District has been transformed by Prada’s touch and enlivened with iconic codes. This unexpected takeover did not go unnoticed by a young audience and quickly went viral.

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The Prada Fall/Winter 2021 campaign as a whole is a proposition, a proposal – positing a vision of a brand, intentionally multi-faceted, to reflect its complex and ever-transforming nature. It is that which – always – feels like Prada.