Prada Linea Rossa unites human technology and athleticism and the power of the natural world in its dazzling and dreamy campaign for Fall 2023, which was filmed and shot by Kris Lüdi.
Captured in the valley of Engadin, Switzerland – and soundtracked by a poem in its Romansh language – the campaign stars winter sport athletes who, augmented by visual perspectives both digital and analogue, unite diverse realities. Lüdi weaves together analogue film shots of the valley’s dreamy winter landscapes with shots captured on cutting-edge mountable digital cameras for a kaleidoscopic aesthetic intersection that suggest the balance between the human body’s primal power and the innovative techniques with which Linea Rossa dresses it.
Furthering the sense of dynamic juxtaposition as temporal worlds collide, contemporary snowboarding sits alongside skeleton bobsleigh and speed skating, drawn from a past yet recontextualized for now, while the score hears euphoric classical music progress to modern grime.
It’s commendable that Prada always goes the extra mile to express Linea Rossa as the independently excellent fashion identity that it is. This campaign gorgeously brings together cinema, sport, music, and even poetry to fully embody the brand’s dreamworld of artful athleticism.