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OPTIMIST RHYTHM: PRADA MENSWEAR S / S 2020 CAMPAIGN

At a time when offering a simplified definition of oneself seems a universal ambition, Prada likes to prove otherwise. That is, in fact, more Prada. Acronyms become a playful metaphor to confidently embrace the indefinableness of Prada’s idea. They are juxtaposed with images, which amplify the challenge of a consistent or conventional notion of identity.

OPTIMIST RHYTHM: PRADA MENSWEAR S/S 2020 CAMPAIGN

To bring this to life, the Prada Spring / Summer 2020 men’s fashion campaign features a trinity of contemporary creatives, fundamental cultural personalities of the present and archetypes of the hyper-fragmented mentality of tomorrow: musician Frank Ocean, actor Austin Butler and director , screenwriter and producer Nicolas Winding Refn.

Each of these men uses words to define themselves: the lyrics of a song, the words of a script. They are a plane, a template, for life, to live, to feel. Here, words are used as a means to redefine the image, to try to define the indefinable: PRADA. Acronyms are influenced by abstract ideas, thoughts, notions: they provoke, sometimes they add context, sometimes they pose a contradiction, they always provoke thoughts.

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