Prada 5/20 2024 Ad Campaign

Review of Prada 5/20 2024 Ad Campaign by Photographer Marco Lessi with model Chloe Oh

Prada celebrates love with a walk through the wildflowers in its new campaign for this year’s 520 day of love. The campaign was shot by photographer Marco Lessi.

The unofficial though widely celebrated Chinese holiday is a sort of second Valentine’s Day. It owes its origins to the fun coincidence that “5/20” in Chinese sounds phonetically very similar to the words for “I Love You.”

Lessi’s campaign imagery leans into this spirit of summer love with a simple narrative that finds its characters on a romantic meadow walk. There is a bit of a meta element to this story though, as there is no attempt to hide the fact that the screensaver-esque perfection of this outdoor location is indeed just a studio backdrop that the models stand in front of. Instead of making the campaign feel phony, however, it lends another dimension of visual and conceptual interest, while still framing the highlighted products with a fittingly romantic freshness.

As China continues to be a huge and constantly growing market for luxury fashion, Prada – which has been particularly on the ball in courting Asian and international markets in general – is smart to capitalize on this country-specific event with strong imagery that forms a celebration of springtime life and love.