Purpose and Values
Milan, 22nd April 2020 - The power of the hand and the impact of image; the intimacy of clothing; the power and positivity of color. And the blurring of reality with digital, something now being experienced everyday - a new idea of intimacy, a surreality reflective of these very particular times. The Pre-Fall 2020 Prada campaign is engineered to react to a changed world, reflecting a fusion of the human hand and eye with technology - each equally important, a hybrid means of communication, expression and creativity.
Conceived and created alongside the Prada Fall/Winter 2020 menswear collection presented in January, for Pre-Fall 2020 color recalibrates classic garments, to give outfits a new actuality, a surreal ambiance. For the accompanying campaign, photographed in London on 13 February 2020 by David Sims and painted in New York during the following weeks, physicality is questioned: the collection’s vibrant colors are isolated, abstracted, pushed center stage, highlighting their material essence and their disarming simplicity. Colorful clothes become pure color, color challenges the classic form of the photographs.