Prada's A/W 21 campaign is about the stimulation of human senses, something that feels highly pertinent to today, given that after the past year and a half - a period where tactility and intimacy have been dramatically limited thanks to a global pandemic, putting a temporary halt on being able to experience the sense of touch - we've finally been given a glimpse of the other, much brighter side. Designed by Miuccia Prada and Raf Simons, the collection is an exploration of the evocation of feeling in all its glory. The campaign's press release states, 'To feel has connotations both sensorial and emotional - rather than intellectual discourse, it is about instinct, spontaneity', which, understandably, are tropes that have been hard to come by since March 2020.
Photographed by David Sims, each image is a story of its own that has something to say. Following the narrative of what 'feels like Prada', the campaign is both unapologetic in its Prada-isms while celebrating the art of feeling - emotional and literal.
Branded with a sentiment that keeps the campaign grounded and 'truly' Prada, the A/W 21 campaign confidently takes on various experimental activations, spanning both the digital and the physical. Wanting to evoke all the senses in real-time - spaces, building façades and everyday objects are enveloped in 'tactile' patterns inspired by the A/W 21 Prada collection that debuted earlier this year, keeping the senses not only stimulated but on high alert. Prada has always been unique in its vision with an identity so strong that many of their products are distinctly theirs; this new campaign adds to that vision, one that doesn't just look like Prada but feels like Prada too.