Prada showed an ad campaign for the updated Prada Galleria bag. It was launched in 2007 and is named after the location of the brand’s legendary Milan flagship, the Galleria Vittorio Emanuele II luxury shopping arcade. It was there that Mario Prada opened his store in 1913. And since then, this model has earned the status of a “classic” of the Italian house.
This time, Prada teamed up with American conceptual artist Alex Da Corte to create the Glass Age campaign. The name was chosen for a reason. From shop windows to screens, in current realities, our world is configured through physical and metaphorical shop windows. And the glass becomes a kind of “space for fantasy.”
Scarlett Johansson was chosen as the face of the advertising campaign. According to the artist, it is she, like no one else, who manages to exquisitely transform into a variety of personalities.
“I never thought that I would have the opportunity to collaborate with him. The opportunity to work with Alex in a multimedia context, using Prada design elements to create characters that are part of a labor of love and self-reflection, was really exciting,” says Scarlett.
Prada previously redesigned a store in the Hamptons. The walls of the boutique are completely covered in blue and white stripes. We talk about it in more detail here.