Prada "Acts Like Prada" Part 2 Spring 2025 Ad Campaign

Review of Prada “Acts Like Prada” Part 2 Spring 2025 Ad Campaign by Creative Director Ferdinando Verderi, Author Ottessa Moshfegh, and Photographer Steven Meisel with model Carey Mulligan

Extending its Spring 2025 women’s campaign through a special new literary collaboration, Prada has partnered with American writer Ottessa Moshfegh for Ten Protagonists. The collection features ten stories written by Moshfegh in response to the ten characters embodied by Carey Mulligan in the campaign portraits shot by Steven Meisel. These stories are compiled in a limited-edition publication, illustrated with the campaign’s visuals.

This latest project sees Prada further pursue the idea of literary collaboration that characterized its Fall 2024 campaign, which featured a partnership with writer Miranda July.

Renowned for her complex and provocative portrayals of women characters, Moshfegh’s body of work includes six books of fiction, such as the New York Times bestseller Lapvona (2022) and the Booker Prize-nominated Eileen (2015). The partnership is thus particularly apt for a campaign that explores the nuances of contemporary identity and womanhood.

One of the key components of Prada’s ongoing marketing success is the way it is able to unite so many cultural elements into its distinctive identity and constantly unfolding narrative. Literature is an under-explored and often challenging space to incorporate into the visual medium of fashion, but the partnership with Ottessa Moshfegh reveals a thoughtful consideration of the brand’s values, wisely translating the theme of identity and self-made womanhood into an exciting new format that is guaranteed to spark cultural conversation.