Prada, the illustrious Italian luxury fashion brand, has recently unveiled its latest global campaign— “The Glass Age”. The campaign is brought to life through a stunning fusion of the artistic world and fashion, represented by internationally celebrated actor Scarlett Johansson and the brand’s iconic Prada Galleria handbag.
At the heart of this campaign and, indeed, central to Prada’s identity is the Prada Galleria handbag. This enduring icon of the brand’s timeless elegance shares the limelight with Johansson and is reinterpreted through the imaginative lens of Venezuelan-American artist Alex Da Corte. Known for his multifaceted works that extend across media-video, performance, installation, painting, and sculpture, Da Corte steps into the fashion domain for the first time with this campaign.
Prada’s choice of Johansson as the face of this campaign is rooted in the alignment of her persona with the values that the brand aims to express. Prada recognizes in Johansson the precision and passion of her craft— the “innate ability to transform and embody multiple personae, different identity, and ideals.” According to the fashion house, Johansson’s ability to interpret and embody different characters while maintaining her unique qualities makes her a perfect reflection of the campaign’s concept.
The central theme of the campaign, “The Glass Age”, comes to life through Johansson. In collaboration with Da Corte, the campaign showcases a stunning visual play as Johansson is continuously transformed and recontextualized through a spectrum of colors.
In the world envisioned by Prada’s campaign, Johansson undergoes a metamorphosis, framed and reframed by a sublime translation of everyday life into a vibrant palette of colors. Prada believes color and emotion are inextricably linked, with each hue capable of evoking powerful feelings. By extension, colors can trigger collective experiences and memories, and it’s through these familiar poses, attitudes, and situations that Johansson’s global fame is reflected and amplified.
The transformative element of the campaign is not just limited to Johansson. The Prada Galleria bag, a symbol of Prada’s identity, too undergoes a visual journey. Its classic silhouette serves as an expressive canvas, exploring a fascinating interplay of shades and patterns. The Galleria becomes a mirror reflecting the transformed, color-infused world that surrounds it.
This campaign stands as another testament to the rising trend among luxury brands to strengthen their global marketing efforts and resonate with consumers through partnerships with prominent celebrities. Earlier this year, luxury fashion brand Ferragamo introduced K-pop star Jeno Lee as its first global male ambassador. The brand made the announcement via its Instagram page, revealing Lee modeling looks from the Ferragamo’s pre-fall 2023 collection.
Ferragamo, in its statement, emphasized that this collaboration strengthens the pre-existing relationship between the brand and Lee. Another notable example includes the iconic French fashion house Louis Vuitton announcing the multi-talented Zendaya as its newest brand ambassador. This partnership was marked by the launch of the quintessential Capucines collection.
In line with this, a series of video teasers on LV’s Instagram portrayed why Zendaya was chosen as the brand’s ambassador. The young star embodies the audacious spirit of Louis Vuitton, mirroring the bold and feminine allure of the LV Capucines collection, a perfect blend of elegance, versatility, and savoir-faire.
These alliances between high-profile celebrities and luxury fashion brands highlight the evolving landscape of fashion marketing, reinforcing the significant role these personalities play in shaping and promoting brand identities.
This article is based on the information provided by the Marketing Interactive website.