IN ITS HOLIDAY 2025 CAMPAIGN, PRADA IS HOME FOR THE HOLIDAYS

words by PHOEBE GIBSON-DOUGALL

O come all ye faithful, for I have good news: this year Prada is coming home for the holidays. Rather than frankincense or myrrh, the house’s first gift of the season has arrived in the form of its Holiday 2025 campaign, shot by the acclaimed Glen Luchford. The campaign celebrates an archtypal winter tale, that of a voyage, a quest of rediscovery, a return.

image courtesy of PRADA

Starring Prada favourites Maya Hawke, Louis Partridge, Letitia Wright, and Li Xian the still and moving images echo a long tradition of campaigns inspired by movie auteurs. In this story, the talents convene as friends, a chosen family making the trip together.

In Luchford’s visuals the friends celebrate a timeless and cross-generational tradition: the homeward bound automobile journey through pristine snowscapes. A universal experience, a story known by many. The campaign finds the friends in the depths of their excursion, and the accompanying film celebrates the holiday period as a time of kinship and sharing, of stories, and of exceptional encounter. The cast discuss personal stories, of their holiday memories – blurring the line between fiction and actuality, between cinema and life.

images courtesy of PRADA