Emotional connection takes center stage in Prada’s Spring/Summer 2022 collection campaign. Designed by co-creative directors Miucci Prada and Raf Simons, “In the Mood for Prada” focuses on the feeling of wearing the clothing created by one of the most luxurious fashion houses in the world.
Photographed by David Sims, the campaign displays diptychs of model and Euphoria star Hunter Schafer, as well as Selena Forest, Julia Nobis, and Lina Zhang either dressing or undressing themselves. The diptychs aim their attention at the details of not only the garments, but also the care and intimacy with which the models either take on or off their clothing; the relationship between the clothing and its wearer is quite intense. The models avoid eye contact with the camera, demonstrating to the viewer that their attention is not on them, but rather on the clothing and their experience wearing it.
The campaign also includes a video during which Schafer explains the emotions she experiences while wearing one of the outfits of the collection. The video shows Schafer wearing the outfit from various angles as she speaks about her love for the clothing, specifically the train of the dress. Further, the viewers become a part of this emotional, unfiltered moment for the models. Schafer, Forest, Nobis, and Zhang are not only getting dressed, but rather are performing the act of dressing.