Following the digital show staged in September with Raf Simons’ debut as Prada‘s co-creative director, the Italian fashion house has unveiled its SS21 campaign, the first since the Belgian designer began working arm-in-arm with Miuccia Prada. 

Prada’s SS21 campaign, under the creative direction of Ferdinando Verderi, follows the pattern set by the post-show Q&A and tackles the theme of contemporaneity now shaped by the pervasive and irreplaceable use of technology.

The images of the campaign are the result of hundreds of lenses that rotate 360 degrees around the models and have managed to capture an enormous amount of different points of view. Glances and shots that seem to determine a new dialogue between the human being and technology.

This dialogue, the true fulcrum around which the SS21 collection was built, goes beyond the concept and becomes a direct conversation with the viewer through a series of questions that accompany the shots. These questions range from our perception of ourselves, humanity, technology, the concept of diversity, sustainability and inclusion.

Viewers will be able to answer these questions on Prada’s website and they will become an integral part of the campaign in constant and ongoing exchange over time.