Prada Highlights Humanity in New Campaign

Hunter Schafer stars in Prada’s Fall/Winter 2022 campaign.

Prada released an inclusive campaign for their Fall/Winter 2022 womenswear collection, made to celebrate individuality and push the boundaries of fashion advertising.

Kai Newman for Prada FW 22.

The new campaign stars a cross-generational cast of women, communicating reality and truth in an industry that isn’t known for either. Photographed by David Sims, the campaign revolved around Euphoria star Hunter Schafer. Schafer is joined by Loli Bahia, Sora Choi, Kendall Jenner, Liya Kebede, Amanda Murphy, Kai Newman and Lina Zhang in the campaign, all of whom walked in the FW 22 runway show by Miuccia Prada and Raf Simons.

Hunter Schafer for Prada FW 22.

The campaigns’ Creative Director, Ferdinando Verderi, had each model pose portrait style in order to encapsulate their humanity and reflect the depth of the human experience, and to represent all types of Prada women. Each model was carefully selected for the campaign. The brand wanted models who had unique personalities, identities, and lived experiences.

Sora Choi for Prada FW 22.

Alongside each portrait sits a still-life that alludes to the personal history behind each woman. The campaign acts as a door into these stories, and the audience is encouraged to view the campaign as a door into these shared identities and a vessel to hear and experience another human’s story.

Lina Zhang for Prada FW 22.

According the brand, the campaign is centered around “offering windows on human life, expanding their narrative.” In doing so, the campaign both elevates the Prada Fall/Winter 2022 collection, and helps amplify the voices of the models.

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