When it comes to innovation, Prada is no rookie. With over a century’s worth of industry-defining design under its belt, the legendary Italian brand reimagines itself once again with the synchronous launch of Prada Skin and Prada Color. The brand-new skincare and makeup lines, which seek to infuse the current landscape of beauty with a sense of open-mindedness and possibility, debut in the stunning “Rethinking Beauty” campaign shot by photographer Tim Elkaim.

In line with the new collections’ mission to reframe beauty as a tool to reinvent and embrace your truest self, the Augmented Skin line takes a simplistic approach by channeling adaptive skin technology to tap into the skin’s natural resilience and regenerative abilities. The Prada Color line brings a touch of maximalism to the release and honors the brand’s heritage with vibrant shades and textures inspired by Prada’s vision.

Together, the Skin and Color lines become an elegant, skillful act of balancing the brand’s illustrious past with a playful, versatile vision of the future. This optimistic vision, one that dives head-first into cyberspace and embraces technology as a new frontier, shines through in the digital wonderland of the ‘Rethinking Beauty’ campaign.

Grounded in the classic Prada Green and Prada Triangle, the campaign creates a futuristic yet familiar backdrop for the new collection by merging well-known Prada motifs with ultramodern patterns of light and coding to symbolize the brand’s commitment to detail and technological innovation in every product.

Launching worldwide on August 1^st, 2023, the Rethinking Beauty campaign is an experimental, spirited ode to uninhibited creativity, encouraging customers to welcome the future without losing touch with the past.