Purpose and Values
Milan, May 17th, 2023 - The Prada Galleria handbag is celebrated alongside the internationally acclaimed actor Scarlett Johansson, bathed in vivid, expressive color by Venezuelan American artist Alex Da Corte. Drawing on Pop and Surrealism, on a tension between high and popular culture, his work creates fantastical, vividly-hued and all-encompassing artistic environs to explore the same notions of humanity Johansson brings to her work.
In the Galleria campaign, Scarlett Johansson transforms constantly, framed and reframed by a sublimation of the everyday, translated into pure color. Color is innately synched to emotion, universally evocative of feelings. And, similarly recollective of collective experience and memories, there are shadows of poses, attitudes and situations we recognize - and, in turn, Johansson’s own global fame is reflected, enhanced and resonant in these images.
As this Hollywood icon is transformed and re-contextualized through color, so is the Prada Galleria, its silhouette a canvas for an exploration of shades and patterns.