Prada’s Corporate Aesthetics

Prada_SpringSummer 2017 ADVcampaign 365_Pathways_02A new year means new fashion campaigns – a fabulous medium that catapults the world’s finest fashion photography into a mass-consumerist context, decorating streets, malls, and magazines across the globe, from Massachusetts to Manila. Not only are fashion campaigns an excuse to enjoy great photography, but a pointer to how brands are imagining and contextualizing themselves creatively. For SS17, our favorite thus far is without a doubt Prada, who have teamed up with the industry’s favorite photographer Willy Vanderperre to deconstruct and turn on its own head the very basic conception of a fashion campaign. Shot in a wonderfully bland corporate landscape (look out for lots of corporate aesthetics in our upcoming SS17 issue), the Belgian photographer captures Prada’s ostrich-infused summer collection as rare birds of paradise in a oppressive everyday society. However, this iconic look is only the beginning for Miucca and Vanderperre: throughout the year, new imagery will be produced, showcasing the Prada collections in a variety of different manners. Specifically, five separate visual identities, what the brand themselves call five “Prada realities:” Pathways, Frontiers, Stations, Exits and Terrains. “Each represents different scenes from the same story, a sequence of imagery, but are dichotomous, entirely distinct,” stated the brand in a recent press release. A gift that keeps on giving, you could say – at least, we’re excited to follow the outcome of this evolution. Until then, enjoy these images, as well a high-power video campaign on the brand’s own website.

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