Review of Prada Holiday 2025 Ad Campaign by Creative Director Ferdinando Verderi and Photographer Glen Luchford with models Maya Hawke, Damson Idris, Louis Partridge, Letitia Wright, and Li Xian
For the 2025 holiday season, Prada invites its cast of familiar muses on a journey through snow-covered peaks — a cinematic meditation on kinship, nostalgia, and the quiet surrealism that defines the brand’s modern mythology. Shot by Glen Luchford, A Winter’s Tale unfolds as both road movie and reverie: headlights cutting through alpine fog, engines humming softly beneath skies the color of porcelain.
The cast — Maya Hawke, Damson Idris, Letitia Wright, Louis Partridge, and Li Xian — traverse winding mountain roads in vintage cars, their movements caught between stillness and discovery. For Li Xian, a celebrated Chinese actor making his debut in an official Prada campaign, the moment feels particularly significant, bridging his domestic stardom with the global language of the house’s cinematic storytelling. Each performer carries a quiet charisma that turns the landscape into theatre.
Luchford’s imagery, long synonymous with Prada’s visual identity, renders the winter archetype with painterly restraint. The group pauses beside a forest, car roofs laden with pine trees, laughter dissolving into silence. Suddenly, in the accompanying film, headlights flicker, and fairy lights bloom across the surrounding woods, an understated yet enchanting transformation that recalls the childlike wonder of the season.
The collection itself reinforces this duality of familiarity and fantasy. Men wear collarless loden wool blazers and sharply cut trousers; women in cotton-drill dresses with embellished collars and soft overcoats exude modern refinement. Accessories — from the new Petit Sac Noir in Re-Nylon with a sculptural leather handle to understated Mary Janes and utilitarian gloves — extend Prada’s ongoing conversation between timeless craftsmanship and the poetry of the everyday.
Beyond its wintry romance, A Winter’s Tale feels deeply human, but also fun. Prada reframes luxury not as opulence but as connection, shared stories, brief pauses, moments of light in the dark. “The holiday period,” the house notes, “is a time of kinship and wonderment.” As the film closes on a glowing forest seen from above, the image lingers: beauty not staged but found — the quiet, crystalline kind that only Prada can make feel both intimate and infinite.
Prada Creative Directors | Miuccia Prada and Raf Simons
Creative Director | Ferdinando Verderi
Photographer | Glen Luchford
Models | Maya Hawke, Damson Idris, Louis Partridge, Letitia Wright, and Li Xian