Prada's Floral-Filled Resort 2020 Campaign is a Celebration of Life

Prada's Floral-Filled Resort 2020 Campaign is a Celebration of Life

The Italian fashion house debuts Prada Resort 2020 in all of its aromatic glory.

The Italian fashion house debuts Prada Resort 2020 in all of its aromatic glory.

Text: Dylan Kelly

In a celebration of life’s preciousness, Prada just launched their Resort 2020 campaign using a remarkably interactive communication method to honor the beauty of living in the moment. An expression of simple gratitude, flower-filled Prada bouquets decorate cities across the globe today, including London, Milan, Moscow, New York, Paris, Shanghai, and Tokyo, at subtle locations available for purchase. 

No longer a stationary, distant image accessible only through a screen or a page, the Prada Resort 2020 campaign integrates itself into the happenings of life. Breaking free from convention, the luxury label offers an alternative view on fashion advertising: an experience, a moment to be lived. If you live in one of the previously mentioned cities, head to your local bodega in hopes of uncovering a Prada-wrapped bouquet. 

For the campaign’s imagery, Prada enlisted a pair of dichotomous photographers to photograph humanity’s authenticity through their contrasting perspectives. New York-based photographer Drew Vickers, known for his calm, collected portraits and quiet highlights of emotions within his subjects, shot a series of stunning close-ups for the campaign. In disparity, Japanese photographer Keizo Kitajima, highly-acclaimed for his dynamic streetwear imagery, captured in-the-moment photos to emphasize the Italian fashion house’s message of appreciating the present moment. Their combined efforts culminate in an all-encompassing representation of humanity and present themselves elegantly wrapped around a colorful bouquet of flowers.  

Take a look at each floral visual from the campaign on Prada’s Instagram below.

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