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Prada presents its new Prada Holidays 2020 campaign "A Stranger Calls"

The aesthetics of the drama

By Claudia Matrisciano

The world of fashion and cinema have always been two particularly connected realities. A continuous influence and a constant distinctive figure: the narration.

Brands have always tried to tell something but, today, perhaps more than ever, in this period of change, they have understood that what is really worth showing is their soul, their DNA. So why approach the world of cinema which is the greatest exponent of stories and narratives?

Why not start, finally, to involve consumers and the public, talking about themselves in a completely new way?

This is what Prada has tried to do with the new Holidays 2020 campaign, entitled “A stranger calls”. A real noir, where the protagonists are accessories, jewels and leather goods.

It's not the idea that makes the difference in this case, but how it was conceived and produced. First of all, she was photographed by Steven Meisel who, as a warning of the work, had the story written by Candice Cart-Williams, Jamaiacan and first black woman author to win the award for the book of the year at the British Book last June. Awards.

A powerful and iconic duo, just like Miuccia Prada and Raf Simons. We all remember the show at the Fondazione Prada two months ago and the fabulous interview with the two designers. Well, a fundamental point on which Raf Simons insisted a lot was that of not wanting to distort the brand, but to honor it, respect it. Everything was connected to the figure of Miuccia and to the Prada DNA. It is therefore no coincidence that noir was chosen as the genre for this campaign, which adapts very easily to a photographic narrative. In fact, the black and white technique was chosen, which gives strength and rigor to the story and accessories, elegance but also austerity.

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Questions you asked, answered by #MiucciaPrada and #RafSimons. Watch the conversation between the two co-creative directors following their debut together during #PradaSS21 Fashion Show on #Prada IGTV.

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All this to emphasize that noir is also the symbol of Raf Simons' declaration of respect, as it is the genre, style and aesthetics of the drama of the very first campaign created by Prada. This choice closes a circle and continues a discourse that began with the fashion show.

The enigma is the red thread that connects the entire story of the stranger who calls the protagonists: the beautiful Freja Beha, Maty Fall, Mao Xiaoxing, Rudolfs Valbergs and Merlijne Schorreen. Together they wander around inside Villa Gnutti, chosen to pay homage to Helmut Newtown who made it famous in his 1981 shots.

The photographic plans do justice to accessories such as the Cleo bag, a symbol of rigor and classicism but also the future.

All this is the identity and celebration of the Prada target and its founder. It is not a return to the past but a consolidation of one's identity and of what will be in the seasons to come.