Prada has a new campaign for their Autumn Winter 2016 collection, which features 27 models. It is shot by vogue photographer, Steven Meisel, and includes well known faces such as Milla Jovovich, Sasha Pivovarova and Stella Tennant, including fresh faces like Kiki Willems from Marc Jacobs’ new campaign.
Using 27 models is an interesting step for Prada to take, having only used 3 models in their last campaign. Prada explains their use of so many models saying they did not want their fashion house linked to a single face.
The ad is put together in a dramatic collage style where the models are set against a backdrop of oversaturated skies, some at dusk, some at starry night time. Some of the backgrounds feature the Aurora Borealis and some feature cityscapes.
“Each woman is portrayed as a self-as-collage, layering on her body fragments of her own history, experiences, loves and dramas. Raquel Zimmermann, Freja Beha Erichsen and Lorena Maraschi embody the strength of the Prada woman echoed through the prints, materials and charms of the collection” (from a vogue Instagram account post)
The models are pictured stalking through these abstract landscapes out of proportion draped in a multitude of textured materials. There are many prints and the different materials include velvet, satin and leather. The clothes worn include half sized corsets and lace up leather knee high boots as well as chunky platform shoes. Some models wear velvet dresses, or heavily printed dresses with woollen tartan tights/stockings. Other looks include longer black leather skirts and black leather jackets with brown fur trim. The jewellery and hand bags are chunky and colourful.
“In dressing each morning, a woman recomposes her unique collage of a life. Therein lies her strength” (Prada press release)
Prada’s new campaign goes against the grain by not choosing a single or a few models to represent their brand. By choosing 27 models, the focus is taken off the face, the model representing the brand and the attention is given to the clothes and the brand, which is a very clever move by Prada.
