Purpose and Values
Milan, 10th January 2022 - An exploration of desire and sensuality - a direct address of dress. The Spring/Summer 2022 Prada womenswear campaign collides actuality and fantasy, the physical and the cerebral.
The cast of women - lead by the actor Hunter Schafer alongside models Selena Forrest, Julia Nobis and Lina Zhang – is captured in the act of dressing or undressing. Striking details express a sense of closeness, drawing the viewer in. The picture plane is stripped back - our focus is on these women. Intimate and real, these photographs by David Sims showcase the innately personal relationship of people to their garments - the women inside Prada. They celebrate and immortalize everyday gestures, moods of life.
Through the season, the campaign evolves though a series of videos and photographic contributions devised by a series of emerging image-makers, each invited on set to interpret the collection, the campaign, and the mood of Prada.