Fashion / Fashion Feature

Even Prada is getting existential with its new SS21 campaign


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” Not a bad enquiry, if you ask me.

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.

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