Prada’s Latest Campaign Breaks Tradition

AGAINST THE GRAIN. Prada’s new Nonconformists campaign, as the name indicates, breaks all the norms to present a new essence for fall/winter 2017

Always trying to break free from the norm, Prada’s latest campaign for its Fall/Winter 2017 collection does exactly that. The Nonconformists campaign shot by Belgian photographer Willy Vanderperre was taken on the exact same day as the Prada runway show in Milan earlier this year. This photo shoot conspires against common tradition, taking place long before the unveiling of a collection, rather than after, as is the common practice.

The concept of the campaign is meant to focus on three key elements: humanity, reality and simplicity. To display this, the images feature portraits of the models showcasing key Prada looks for the season, then to appeal to the human aspect of the shoot, subtle monochrome portraits of each model emphasize the individuality.