If any house in fashion owns the rights to film it is Prada.
Miuccia Prada embraced the cinematic arts as early as 2005, long before other fashion houses even grasped the potential for fashion and film to overlap beyond the red carpet. Starting with Ridley Scott, the house has gone one to team with dozens of talents included but not limited to Wes Anderson,David O. Russell, and even Roman Polanski.
So it should come as no surprise that for the houses Spring 2019 ad campaign, the house would develop a series of filmic shorts to build their campaign around. The shorts, lensed by acclaimed cinematographer Benoît Debie of Enter the Void, The Runaways and Spring Breakers fame, will be released through February on Prada.com. (Kudos to the marketing team for driving web traffic).
And like any cinematic release, it comes with movie posters, here in the form of an ad campaign. Which cues longtime Prada partners, photographer Willy Vanderperre, stylist Olivier Rizzo, and Creative Director David James. All who know a thing or two about the cinematic universe and a lot about how to creative standout ad campaigns.
Drawing their visual language from the moving image, the campaign is presented per the press release as ‘a fragment of the original films’ narrative – figures turning away, seemingly captured in locomotion, without comment or explanation, gazes panning out of frame, in ambiguous aesthetic conversation.’
Of note is the post modern take of a play-within-a-play as the character title credits in the movie poster campaign isn’t the names of real models themselves, rather the characters they play named after the accessories Sybille Sidonie, Margit, Odette and Belle.
The result is an additional duality lending to the campaign tile ‘Double Exposure.’ Not a bad title and plenty of fodder for a film noir piece, although The Impression believes the film Amy feel more 60’s pop than 50’s not.
While we don’t think the house will continue the strategy in store with ‘two-for-one’ deals, we like the idea of double, and hope for Prada gives it double media exposure. We certainly will when doubling down on the film to come.
Prada Creative Director | Miuccia Prada Agency | DJA Creative Director | David James Photographer | Willy Vanderperre Models | Anok Yai, Daan Duezm, Freja Beha Erichsen, Gigi Hadid, Jonas Glöer, Liu Wen, Maike Inga, & Tae Min Park Stylist | Olivier Rizzo Hair | Duffy Makeup | Aaron de Mey Casting Director | Ashley Brokaw