The Prada Fall/Winter 2017 campaign, a sprawling and multifaceted project, wasn't just a collection of advertisements; it was a statement. It was a meticulously crafted vision of modern womanhood, presented not as a singular archetype, but as a vibrant, diverse city teeming with individual personalities and perspectives. This wasn't a simple showcasing of clothes; it was a cinematic exploration of female identity, cleverly interwoven with the brand's signature aesthetic of sophisticated minimalism and unexpected juxtapositions. The campaign, titled "A City of Women," achieved a remarkable feat: it felt both intimately personal and broadly representative, capturing the zeitgeist while remaining distinctly Prada.
The campaign's visual language, directed by Willy Vanderperre, was immediately striking. Instead of relying on conventional fashion photography tropes, Vanderperre created a series of images that felt both candid and stylized, capturing a sense of movement and energy. The photographs weren't merely static portraits; they were snapshots of life, hinting at narratives and relationships unfolding within the urban landscape. The models, each a unique and powerful presence, were not simply mannequins displaying clothes but active participants in a visual story.
The casting was a crucial element of the campaign's success. Prada assembled a stellar lineup of established and emerging models, each bringing their own distinct aura to the project. The roster included Amanda Murphy, Freja Beha Erichsen, Kiki Willems, Mia Brammer, Natalie Westling, and Saskia de Brauw – a collection of women who embody diverse beauty standards and possess strong individual identities. This deliberate choice reflected Prada's commitment to showcasing a broader spectrum of femininity, moving away from homogenized ideals and embracing individuality as a source of strength.
The "A City of Women" theme wasn't merely a marketing slogan; it was a conceptual framework that permeated every aspect of the campaign. The images were shot in what seemed like a series of urban environments, hinting at the complexity and dynamism of a modern metropolis. The settings, though not explicitly identified, evoked a sense of anonymity and universality, allowing the viewer to project their own experiences and interpretations onto the images. The overall effect was one of inclusivity, suggesting that the Prada woman exists within a diverse and interconnected community of women, each navigating their own unique paths.
The clothing itself, from the Prada Fall/Winter 2017 runway collection, played a significant role in shaping the narrative. The collection, known for its blend of classic tailoring and avant-garde elements, provided a versatile wardrobe for the models to inhabit. The pieces ranged from sharp, structured coats and impeccably tailored suits to softer, more fluid silhouettes, reflecting the multifaceted nature of the women portrayed. The clothes weren't merely decorative; they were tools of self-expression, allowing each model to craft her own visual identity within the overarching theme of the campaign.
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