This concept connects film with Prada and has served as both a medium of expression and a source of inspiration throughout the brand’s history. Here, the charisma of movie stars serves as a link between characters, personalities, and changing identities – a symbol of the worlds of film and fashion.
Prada once again teamed up with the world-renowned actor Scarlett Johansson to explore the profound connotation of performing arts and present the Prada Galleria handbag in the secret realm of the movie. The campaign focuses on the craft of acting, pays homage to the interpretive mechanics of great films, and pays homage to the extraordinary talents of outstanding actors. With his superb acting skills, Johansson has won the Tony Award and the British Academy Film Award, and was nominated for the Academy Award twice.
Director Jonathan Glazer shot the film in New York, capturing still and moving images, focusing on Johansson’s artistic realm as an actor – she repeats short sentences with different emotions and meanings, showing endless self-transformation through her powerful acting skills. Abstraction and fantasy are the essence of movies. However, when Johansson steps out of the studio, the viewer jumps from the screen into a fictional, idealized reality. In Prada’s idiosyncratic binary opposition, the intimacy generated by the performance contrasts sharply with the universality of everyday life. Johansson presents “Cinéma vérité” (note: a genre of realist film originating from documentaries initiated in France in the 1960s) with invisible acting skills, casually interpreting his true self.
The Prada Galleria handbag has become a must-have for Johansson, transcending the definition of a product and integrating into his daily wardrobe like a tool necessary for life. It is just like the actor Johansson, with his ever-changing image; it is also like a movie performance, symbolizing outstanding skills. In the short film, the Prada Galleria handbag appears in a lively manner, becoming an indispensable presence in women’s real life.
team
Starring: Scarlett Johansson
Director:Jonathan Glazer
Creative direction: Ferdinando Verderi
