Ad Campaign: Prada SS17, presented in ‘365’

The luxury brand is implementing major changes in the way ad campaigns are presented and done. SS17 marks the first collection done in the 365 approach.

By Allysha Nila
Fri, 06 Jan 2017

Fashion week commences and brands present its collections. Months later, a series of images are released as its advertising campaign. Done. Begins the next season, and the cycle repeats.

Pathways

Prada is here to challenge that. The Italian behemoth announces Prada 365, a ‘visual stream’ that allows multiple reinterpretations of the same collection, providing us with more narratives to enjoy. In a press release, the brand states that it “…will continue throughout the year,” as opposed to having the standard of a single release.

Exits

The approach begins with Spring/Summer 2017, shot by Willy Vanderperre and stars top models Saskia de Brauw and Amanda Murphy, as well as new faces Giedre Dukauskaite and Wallette Watson. “The visions behind each of these Prada images – and behind this new advertising concept as a whole – echo the ever-shifting needs and desires of everyone’s lives, every day.”

Stations

This interpretation is translated two five different themes: Pathways, Frontiers, Stations, Exits and Terrains (referring to a series of images starring Jude Law for the brand’s menswear ad campaign). They range from running through office buildings and exploring the beach.

Frontiers

Prada also releases a video to complement the images. Watch it below:

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