For their Pre-Fall 2018 campaign, Prada enlisted photographer Willy Vanderperre to capture models inside of the fictitious Prada Warehouse.

The fantasy environment is full of contrasts which embody the modern Prada woman. Models pose against textured, industrial backgrounds that are emblazoned with Prada logos and signs. The colour palette is high-octane, marrying bold, bright hues with futuristic and feminine clothing design. These combinations create an immersive Prada world: rich and unexpected, as the brand is apt to do. Anok Yai, Kris Grikaite and Fran Summers are the perfect models to anchor fantasy of the Prada Warehouse to reality.

Motifs such as the flaming shoes, Prada triangle and dinosaur evoke Prada’s traditional visual language while simultaneously offering a new one. It’s the sense of transition embodied within these logos that plays a part in the continued energy of brand. References speak a both to Prada’s long and innovative history, while also offering a modern twist that looks to the future.

Clothes do the same, with nylon and digitised florals ensuring traditional feminine design is re-imagined for the modern woman. While the Prada Warehouse might remain in another dimension, there’s no doubt Prada Pre-Fall will bring ‘Industreality’ to the every day.

 

 

 

 

Tags: FW18, prada, Prada pre-fall