Press Releases and Documents


Prada Fall/Winter 2018 Menswear Advertising Campaign

June 1, 2018


An imagined reality; the fantasy of the self. Observia, the next incarnation of 365, showcasing the Prada Fall/Winter 2018 Menswear collection, considers these notions - of illusion and dreams, imagination and actuality. Embodied by a new wave of Hollywood talent, the men’s collection is brought to new life within the enclaves of the Prada Fall/Winter 2018 Men’s Show, a fantastical ‘Prada Warehouse’, a space that can be inhabited but is nevertheless a chimera, a mirage. 

This warehouse is populated with identities - ambiguous and enticing boxes and crates, demarcated with symbols drawn from Prada collections past – that speak of the multiplicities of interpretations. Comprising a trio of young actors - Joe Alwyn, Nick Robinson and Algee Smith - alongside actor and director Paul Dano, these protagonists discover both Prada’s multifaceted identity, and their own.

Exploring dual roles, of the actors themselves and of the characters they evoke within these make-believe surroundings, the Prada Fall/Winter 2018 Menswear Advertising Campaign juxtaposes imagery of the actors inside the ‘Prada Warehouse’ with a series of monochrome portraits, all photographed by Willy Vanderperre. Investigating concepts of uniformity and individuality, the distinct personalities of each of these four protagonists shines through, bringing truth to illusion.


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