For an apt distraction to today's bout of absolute doom, Prada has released its first campaign with co-creative director Raf Simons to follow the designer's debut SS21 show in September, and it's rather existential for those in the right mindset.
The campaign features a stripped-back interpretation of a group of models clad in SS21 Prada looks, captured in front of a stark white background. It feels in almost signature Raf style to not only portray the clothes so clinically, but to overlay each shot with a series of obscure questions like, “Does ‘cloud’ make you think of data or sky?”, “Is future a romantic idea for you?”, and "Is nature out there, or in here?", giving us all a most to think about the ambiguity of life. The brand's ode to the way technology influences us all.
"The questions themselves meditate on these subjects: perceptions of self, views on technology, ideas of humanity – diversity, inclusivity, sustainability," explained the brand in a statement.
The internet seems to be taking things slightly less seriously, with a series of existential tweets-turned-memes that draw inspiration from the campaign. Iolo Lewis Edwards wrote “If you’re waiting for the waiter, does that not make you the ‘waiter’? Answer at Prada.com.” Not a bad enquiry, if you ask me.
IF YOU’RE WAITING FOR A WAITER, DOES THAT NOT MAKE YOU THE ‘WAITER’?
ANSWER AT PRADA .COM
— Iolo Lewis Edwards (@iolsi) January 6, 2021
As for the collection itself, Pantone's colours of 2021 are noticeably present, with ensembles of lemon yellow and neutral grey cladding the models. The brand additionally released a video of a model, wearing a neon orange turtleneck asking the same questions overlayed onto the campaign imagery.
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While we don't necessarily have answers to any of the questions, they certainly are thought-provoking. If you have your own opinions on them, you can let Raf and Muccia know direct, via the Prada website.