Cover Photo from Milan

For its Fall/Winter 2023 advertising campaign, Prada spread kiosks all over the world offering endless blooming flowers for everyone. Shots by renowned photographer Willy Vanderperre convey a surreal sequence of impossible conversations going on between flowers and people, thus bringing this campaign to life in the most vibrant way. Flowers, which are fragile but strong, ephemeral but eternal, are the stars of a series of special initiatives that Prada is revealing in selected international cities from 14 to 16 September 2023. During this period, limited-edition Prada packs of marigold, daisy, and sunflower seeds – ready to bloom – will be available on city streets and inside key shopping destinations located in Milan, London, Paris, New York, Dubai, Seoul, Hong Kong, Beijing, Shanghai, Chengdu, Guangzhou, Qinhuangdao, and Tokyo.

However, in order to get us fully immersed in these enchanting vibes, Prada is also expanding the campaign’s concept on digital platforms with an exclusive filter, newly designed to create experiences and content to publish on Instagram, TikTok, Snapchat, and WeChat. The 3D versions of the flowers from Prada’s images will bloom virtually on users’ mobile screens so we can customize our photos with special effects.