PRADA’S SS2021 CAMPAIGN AS A NEVER-ENDING INSPIRING CONVERSATION
Text by Diletta Accorroni
“Any sufficiently advanced technology is indistinguishable from magic” was pontificating in the 1960s Arthur C. Clarke, author of “2001: A Space Odyssey”.
In fact, even just throughout a first quick look at the Spring Summer 2021 Campaign “Dialogues” by Prada, it is easy to understand how true this sentence is. Here, through the collaboration between two giants of the Fashion industry – like Miuccia Prada and Raf Simons – the emphasis is put on the strong liaison that Contemporaneity and Technology have. Actually, is no longer a mystery that the second one is shaping and redefining our lives.
According with the concept that robotics determines our point of view on the collection, the choice has been that of not having physical photographers shooting the campaign, as usually happens, but instead hundreds of cameras were wisely placed around the models, capturing several views at the same moment. However, it has to be said that models, styling, curation and pictures selection still depended on the old, classic human-wise methods. In fact, man’s mind and his eyes were once again the elected tool. In this occasion, it was like men and machines would communicate to each other, with a kind of dialogues so intense as it has never been before.
Exactly with the same dynamics, the fashion brand invites its audience to have a dialogue, creating an actual document of its time. The result is a clear example of a fashion communication adv 3.0.
Prada asks its followers to have a think about a few of the nowadays hot topics, through the most democratic of all the platforms… internet. Perceptions of the self, perspectives on technology, diversity, inclusivity and sustainability. These topics are the pillars of the campaign of course, but they mirror those of current reality, too. The answers received will become components of the campaign’s rollout, again vital parts of a dialogue, in a never-ending and always blooming conversation.
