Ascension, the first visual identity created as part of the 365 project for Spring/Summer 2018, performed by the young actor Joe Alwyn (Billy Lynn’s Long Halftime Walk, directed by Ang Lee), offers a heroic vision of the brand. The main character is a postmodern hero, set against the imposing backdrop of the domed glass and iron cupola of the Galleria Vittorio Emanuele II in Milan. He is photographed on the building’s roof, the dynamic poses of his body contrasting with the strict lines and stark curves of the architecture and the grey Milanese sky, blurring the line between reality and fantasy. Alongside these images are a series of austere, modern portraits situating Alwyn in an abstract white space – like a comic book character in different panels, parallel fragments from different narratives. Stories within stories, shot by photographer Willy Vanderperre.
365: Prada Menswear S/S 2018
