Prada Linea Rossa Spring 2023 Ad Campaign Review

Review of Prada Linea Rossa Spring 2023 Ad Campaign by Photographer Norbert Schoerner

Prada Linea Rossa continues to embody the next generation of technical clothing design with its slick and imaginative new campaign for Spring 2023, shot by photographer Norbert Schoerner.

Taking its cue from the collection’s interlocked realities of the body’s natural form and technological innovation, Schoerner’s imagery begins as traditional photography before being digitally edited by the photographer himself. The resulting portraits fall somewhere between contemporary reality and near-future fantasy, seeing its characters as urban nomads and sci-fi flaneurs as they take moments of rest on their travels through sweeping landscapes.

The campaign also includes a unique collaboration with OMA, the Rem Koolhaas-led architecture firm that has been a frequent collaborator with Prada in constructing its innovative runway sets, as well as its home base, the Fondazione Prada. OMA and Prada worked together to develop a lightweight, modernist tent adapted to urban territory – geometric, multi-faceted, and structured around the signature red lines of Linea Rossa. The presence of the tent in the background of the imagery further fleshes out its narrative and lends a cutting-edge sense of adventure, whether it’s in a far-flung natural environment or an angular urban landscape.

Grounded in the language of technical sportswear but elevating it into conceptually imaginative new territory thanks to the visionary work of exciting creative partners, the campaign is another slick and striking expression of Prada Linea Rossa’s distinct take on technical clothing design.