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Multi-campaign concepts

11 : 01 : 2017 Prada 365 : Prada : Branding

Global – Prada has unveiled Prada 365, its new multi-faceted advertising concept.

  • As part of the strategy Prada will launch five smaller campaigns per season, as opposed to one long-running one
  • Prada 365 was launched to embody the continually shifting viewpoints and diverse desires of consumers
  • The spring/summer 2017 campaign, shot by Willy Vanderperre, is the first stage of the new approach
Prada Spring/Summer 2017 campaign, Global. Photography by Willy Vanderperre Prada Spring/Summer 2017 campaign, Global. Photography by Willy Vanderperre

As part of the multi-platform strategy, which embodies everything in print, online, social media and advertising, Prada will launch smaller, more regular concepts per season as opposed to one long-running campaign.

Described by the brand as ‘a re-imagining of a fashion campaign, challenging convention and freed from creative boundaries’, the concept was launched to echo the continually shifting needs and desires of everyone’s lives, every day.

The spring/summer 2017 campaign marks the first stage of the new approach. Shot by Willy Vanderperre, it presents five separate visual identities and realities – Pathways, Frontiers, Stations, Exits and Terrains. All different in their own right, each reality represents different scenes, characters and environments from the same story, all tied together by a singular photographic style.

‘Nowadays, looking at one campaign, one point of view through the whole season, we got bored of ourselves very easily,’ said Fabio Zambernardi, design director of Prada and Miu Miu, in an interview with The Business of Fashion. ‘We wanted to try how that could be different. Why don’t we just do smaller concepts, faster, more immediate, showing different women?’

The Big Picture

Luxury brands need to re-invent their marketing strategies to appeal to the new digital-first luxury consumer. For more, see our Luxury Network Evening interview with industry expert Pia Stanchina.