Prada redefines its own brand name in the SS20 campaign

This is not the first time Prada has created word puns with acronyms and the reinterpretation of its own brand name: in fact, this is the common thread that binds together menswear and womenswear campaigns for Spring/Summer 2020.

For Prada, this is not only a way to give a personal interpretation to the multiplicity of points of view, perspectives and nuances that characterize the brand, but also an ironic attempt to affirm the impossibility of defining the complexity of the brand with a single concept or idea.

Multitude characterizes Prada, as well as the female figure that the campaign represents as "not one woman, but many, changing ceaselessly, a reflection of fashion itself".
Ever-changing and dynamic women, who reject stillness and are constantly evolving and redefining themselves. The same vision that Prada has of the world of fashion, its collections and its own brand identity.

Just like the acronyms, the images are individual and contradictory parts of a collective campaign, which offer different angles and points of view on "the whole" that is the brand. Taken by photographer Jamie Hawkesworth, who emphasizes this concept of duality by alternating black and white with color photography.

A mix of well-known and new faces: the women protagonists of the campaign are celebrated for their diversity and unique characteristics.

"These words, these images, interpret - literally - the multiple identities within Prada, and within the Prada woman. Yet, like the world itself, they never settle, never pause. They are always and never the same. In that, they explore the ultimate paradox of Prada: immediately recognizable yet impossible to define."