Purpose and Values
Perspectives and Synthesis are the two new visual identities of the Prada Resort 2018 campaign, part of the 365 project. An innovative and eclectic advertising concept that suggests multiple interpretations of the Prada collections.
In Perspectives, Osservatorio – the Fondazione Prada space overlooking Milan’s Galleria Vittorio Emanuele II, where the Prada Resort 2018 show was presented – becomes the showcase for a modernist perspective, referencing and drawing inspiration from the past with an eye towards the future. Model Kris Grikaite is photographed by Willy Vanderperre at the Osservatorio, where the dome offers an evocative background in which 3D becomes two-dimensional, reality turns into abstraction, the observer is observed and historical becomes modern.
Astonishingly immediate images, in which perspectives are ever-changing and horizons are reinvented in an incessant contrast between the referenced looks of the collection and the Galleria’s architecture, whose rigorous geometry juxtaposes Kris Grikaite’s genuine and effortless attitude.
Synthesis is the fusion of different elements forming an interrelated whole. A new visual identity, with a focus on the accessories of the Resort 2018 collection. Close-ups of model Kris Grikaite and ‘portraits’ of the season’s handbags are placed side by side. Inspired by the Osservatorio, Vanderperre’s photographic sequence meticulously chronicles the most relevant changes and evolutions in the classic codes of Prada accessories, reinvented for the new season.