PRADA’S F/W25 CAMPAIGN DOESN’T STAND STILL

For the Fall/Winter 2025 season, Prada presents a campaign that explores movement not just as aesthetic, but as essence.

Conceived by Miuccia Prada and Raf Simons, the collection is framed through imagery that captures bodies in motion: walking, shifting, turning, never at rest. Rather than staged or posed, the photographs depict models caught mid-stride in the rhythm of daily life, creating a visual narrative that feels grounded and communal.

There is a strong focus on the group, on people moving together. The images reflect a certain unfiltered energy, one of shared direction, even if the destination remains unclear. Through this lens, fashion becomes less about stillness and formality and more about presence, mobility, and the way clothes live on the body. This sense of collectivity mirrors the intention behind the collection itself, which leans toward a more liberated, less restrictive idea of dressing.

In the accompanying short films, movement becomes even more central. Captured in slow-motion and 360-degree formats, the models appear almost suspended in time. Their natural gestures become part of an abstract choreography. These films highlight both the spontaneity and elegance of motion. Small details like a shifting coat or swinging hemline are given space to unfold.

What emerges is a portrayal of fashion that embraces reality. The imperfections and unscripted gestures are not edited out but emphasized. These visuals don’t aim to polish life into perfection. Instead, they offer a layered study of clothing as it moves through the world, lived in, touched by real moments, always in transition.

This is a campaign that resists the static. It speaks to the dynamism of our time, where collective (and individual) movement defines not just the image but the intention.

 

 

creative direction MIUCCIA PRADA and RAF SIMONS
still photography OLIVER HADLEE PEARCH
campaign creative direction FERDINANDO VERDERI
film direction FRANK LEBON