Purpose and Values
Milan, January 5th 2021 - Contemporary life is shaped by technology. It has radically redefined our perspective on ourselves, and through that our collective perspective, on humanity. The Spring/Summer 2021 Prada campaign, documenting the first collection created in collaboration by Miuccia Prada and Raf Simons, explores these realities of living today - a reality echoed by fashion, visions of which have been uniquely framed by and mediated through technology during the past year.
In a riposte to ideas of authorship and auteurship, the Prada Spring/Summer 2021 campaign is photographed by no-one. Instead, hundreds of cameras, circling models in 360-degrees, simultaneously capture a multitude of views. Alongside each image, a question is posed, from Prada to the viewer, a subversion of traditional fashion advertising communication. Prada transgresses limitations to speak with its audience, drawing them into another dialogue that is an essential component of the campaign.