Mia Goth, Mia Wasikowska, Dane DeHaan and Ansel Elgort are the protagonists of ‘La Femme Prada & L’Homme Prada’ campaign by Steven Meisel for the launch of two new fragrances for women and men. Designed to reflect the duality of the masculine and feminine identities, the two new Prada creations go beyond stereotypes and claim the freedom to be yourself.
The concept of ‘fluid identity’ and difference were crucial in the creation of the two fragrances and Miuccia Prada enhanced them in their communication: Who is the Prada woman? Who is the Prada man? There is no simple answer for Miuccia Prada: “We wanted to look at the different aspects of a personality, but always within that portrait framework. We wanted to say, you are who you are and what you want to be”.
Steven Meisel’s consistency with this approach is clear through his portraiture technique to express the actors’ different personalities. An intimate style, free of extraneous elements, almost painterly and employing chiaroscuro through boldly contrasted lighting. In the moving images, this visual style is employed fluidly: an allusive and enigmatic narrative, where the focus remains resolutely on character. The soundtrack – Elvis Presley’s iconic song ‘Can’t Help Falling in Love’ covered by Perfume Genius in Frederic Sanchez’s sensual and modern version – is co-protagonist.
Advertising campaign
‘La Femme Prada & L’Homme Prada’
