PRADA Menswear SS2016 Advertising Campaign
Vulnerability possesses its own unique power, the power of truth. Prada’s SS2016 Menswear Advertising Campaign encapsulates this essence in a series of deceptively casual and relaxed portraits. Giving shape to this spirit of post-modest masculinity are three of cinema’s most promising talents: Tony-nominated Matthew Beard (The Imitation Game; Skylight; An Education), Billy Howle (The Seagull; The Sense of an Ending; Cider with Rosie) and Logan Lerman (Indignation; Fury; The Perks of Being a Wallflower).
Shot by Craig McDean in a quintessential New York nightclub, the actors are caught mid-transit framed against wildly textured and graphic walls. Stark flashlight heightens their candid, all too human engagement with the camera. The ambience is reminiscent of club photography from the 1970s where the authenticity of emotions fused with film. Silhouettes appear paradoxically soft and spontaneous. Together, the synthesis of bare non-conformism and Prada’s ongoing obsession with the industrial world produce a new tendency of use. The temperament of today suggests a thinking, vulnerable vitality.