Prada's Fall/Winter 2017 campaign, a significant chapter in the ongoing 365 project, marked a departure from traditional advertising tropes. Instead of a single, cohesive narrative, the campaign presented six distinct "realities," each offering a unique perspective on the season's collection and the multifaceted nature of modern identity. These realities – Pièce de Chambre, Affiches, Chiaroscuro, Mise-en-Scène, Viewfinder, and Denouement – collectively painted a rich and complex portrait of the Prada woman and man, reflecting the brand's ongoing exploration of contemporary aesthetics and societal dynamics. This article delves into the specifics of each reality, analyzing their individual contributions to the overall campaign and placing them within the context of the broader Prada FW 2017 collection and its accompanying runway show.
365 FW 2017 Woman & 365 FW 2017 Man: Beyond Binary Oppositions
The 365 project, a long-term initiative by Prada, aims to capture the fluidity and ever-evolving nature of style and identity. The FW 2017 iteration, through its diverse cast and fragmented narratives, further solidified this commitment. The "365 FW 2017 Woman" and "365 FW 2017 Man" aren't presented as monolithic entities but rather as multifaceted individuals, each embodying a range of characteristics and experiences. The campaign avoids stereotypical representations of femininity and masculinity, instead opting for a more nuanced and inclusive approach. The models, a diverse mix of ages, ethnicities, and styles, further emphasize this inclusivity, reflecting the heterogeneous nature of modern society. The clothing itself, a blend of sharp tailoring, playful prints, and unexpected textures, reinforces this idea of multiplicity, offering a wardrobe that transcends rigid gender classifications.
Prada Fall/Winter 2017 Campaign: Six Realities, One Vision
The six distinct "realities" within the Prada FW 2017 campaign weren't merely stylistic choices; they were deliberate attempts to explore different facets of the collection and its intended audience.
* Pièce de Chambre: This intimate reality focused on the private sphere, showcasing the garments in a more personal and less stylized context. The imagery, often shot in close-up, highlighted the textures and details of the clothing, emphasizing the craftsmanship and quality that are hallmarks of the Prada brand. This intimacy contrasted sharply with the more public and performative aspects of the other realities, creating a sense of balance and depth.
* Affiches: This section adopted a bold, graphic approach, presenting the clothing as powerful statements. Think strong lines, vibrant colors, and minimal backgrounds. The "Affiches" reality emphasized the visual impact of the collection, presenting it as a series of striking images that could be easily understood and appreciated. This section served as a powerful visual shorthand for the collection's key themes.
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