Fashion

PRADA 2022 HOLIDAY CAMPAIGN


By Katya Hudson

The anticipation of an unopened box, the revelation in its unpacking, the joy of giving, the thrill of receiving: the Prada 2022 Holiday campaign celebrates the traditions and memories inherent to the season.

Innately connected to the festive spirit, the Prada box takes center stage, captured as an esoteric object of desire in still-lives by David Sims. A promise, a totem of possibilities, a gift to enjoy, the box is a charged symbol, an emblem of pure and innocent joy. Carrying all this emotional resonance, the Prada box here epitomizes the exhilaration and charge of uncertainty, excitement, and dreams. It embraces the personal and simple gesture of giving.

The protagonists of the campaign are figures as familiar as the actions these images encapsulate: British actor and a face in Prada’s Fall/Winter 2022 campaign Damson Idris and American actor Diana Silvers.

Opening the box – metaphorically – reveals its tantalizing treasures: the campaign captures Idris and Silvers in a series of posed portraits paired with the other heroes in these images. Pieces drawn from the Holiday collection exist with items that express the breadth of the Prada aesthetic universe, placing fashion and accessories alongside homewares and games. The still-life images are framed with fragments of festivities, continuing the visual nods to holiday symbolism – foliage, icicles, white and blue. Here, archetypes of the season are used as echoes or souvenirs loaded reminders of our own experiences.

Each image is closely-drawn, richly colored, and intimate – personal visions of expressions of affection, a gift passed between loving hands. They speak of yearning and desire, the anticipation of the unknown inside a beribboned box, and the delight at its denouement. Opening up Prada.

www.prada.com

CREDITS:

Talent: Damson Idris & Diana Silvers 

Photography and film: David Sims 

Creative Direction: Ferdinando Verderi