by Lucine

Fall Winter 2023 Womens and Mens Campaign

Spotted in Zürich on Bahnhofstrasse

Beauty, care, love. Prada’s exploration of these eternal, timeless values of humanity – universal emotions – inspires both the Fall/Winter 2023 collections and campaigns. They are brought to life through the metaphor of flowers – both totems and gestures of tenderness and affection – here reimagined to human size, a scale that suggests otherworldly emotions. Those flowers interact with five actors, all global stars – Benedict Cumberbatch, Hunter Schafer, Kodi Smit-McPhee, Letitia Wright and Li Xian – a roster of cinematic idols reflecting Prada’s long-standing relationship with cinema as an expression of cultural ideas and ideals.

The campaign comes to life at selected international flower kiosks.

Fragile yet strong, ephemeral yet eternal, flowers are the protagonists of a series of special activation activities that Prada have launched in several international cities from September 14 to 16, 2023.

For three days in selected flower kiosks on city streets or inside the most exclusive shopping malls, it was possible to pick up limited-edition packs containing different seeds ready for planting.With this unprecedented project, the amplification of the aesthetic and semantic content of the Prada Menswear and Womenswear Fall/Winter 2023 campaign takes on the literal form of sowing and propagation, bringing new blooms all over the world, once again a vehicle of emotions and a physical expression of the intangible.


In imagery captured by Willy Vanderperre, each flower, blown beyond life-sized, faces a different figure, teamed in exchanges and dialogues both visual and literal.
Just as these conversations are paradoxical, so the flower itself is a dichotomy – both fragile and strong, precious and quotidian, ephemeral yet eternal, each one unique. A metaphor for humanity, used as an outer expression of our thoughts and feelings, we can find a synergy between flowers and an embodiment of the human experience – always implied, here made concrete. A real emotion, evoked through these seemingly unreal images.


Talents: Benedict Cumberbatch, Hunter Schafer, Kodi Smit-McPhee, Letitia Wright and Li Xian

Photographer: Willy Vanderperre

Creative Direction: Ferdinando Verderi

Script by: Michael Cunningham

Discover the FW 2023 collection by Miuccia Prada and Raf Simons.

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