PRADA Nonconformists Advertising Campaign
Freethinking, renegade, maverick. Unbeholden to traditional rules or boundaries. Nonconformists. Part of 365, Prada’s visual stream of advertising, the new Nonconformists campaign encapsulates the themes and narrative of the Men’s and Women’s AW2017 show: Humanity, reality and simplicity. Photographed by Willy Vanderperre in Milan, the same day as Prada’s fashion show, the images are spontaneous and immediate, arresting in their clarity and directness. These images are a moment captured in time - created, against tradition, before the collections unveiling rather than afterwards, and hence charged with a sense of the radical, the undiscovered.
These Prada campaign images present a new sense of intimacy, a conversation between viewer and models. Each is a character in themselves, a persona, expressing their own identity alongside that of the clothes. The images contrast subtle monochrome portraits, emphasising the individuality of each model, with “portraits” of key Prada looks. Juxtaposed, they emphasise the intimate, intrinsically personal relationship between the wearer and their clothes.
Striving for a sense of normality, of the personal, these 365 images are direct, honest and straightforward. Cleansed of backdrop or overriding theme or visual treatment, the striking straight-up photographs pull the emphasis purely onto the sitters, and the clothes on their backs. Simplicity, here, is radical. Normal is Nonconformists.