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Prada Dialogues: SS21

The exchange of ideas becomes an advertising campaign

By Gigliola Franciosi

“Can something be truly new? Should we slow down or speed up?”

These are two of the many questions that Prada asks in the presentation of its new SS21 advertising campaign, which everyone can answer on the brand's website. A real exchange of opinions between the maison and the people. The best answers will be published in a book.

 
 
 
 
 
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The first collaboration between Miuccia Prada and Raf Simons is called Dialogues”. It is no coincidence that dialogue made them protagonists, this past September, in a live streaming chat for the presentation of the last fashion show, where they answered questions from followers.

The images of the SS21 campaign, designed by art director Ferdinando Verderi, take up the same theme.

The photographic choice was original: the shots were taken by hundreds of cameras rotating 360 degrees around the models to capture all their points of view.

 
 
 
 
 
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Diversity, inclusion and technology: these are some of the the themes of the questions that appear in each photo.This combination becomes the essential element to communicate and engage the audience. Just as a cloth can be seen from different sides, so we can have different ideas. The campaign therefore takes the form of a dialogue between man and technology, which has become an increasingly important method of communication in our lives.

 
 
 
 
 
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This campaign catapulted the fashion system, once again, into a new type of communication totally different from what we are used to see.

Thanks to this project, however, the maison inevitably fell into the spotlight and a lot of memes were created on social media from the various accounts that used the same format in an ironic way. Will they be able to answer the following brand question: “Is creativity a gift or a skill?”