Prada and Moshfegh present their ten stars of the season

Prada‘s Spring/Summer 2025 campaign is elevated to new dimensions with the introduction of an unprecedented literary proposal: a volume composed of ten stories written by renowned author Ottessa Moshfegh. Fashion, beyond its ability to dress, has the power to tell stories that reflect women’s deepest lives and desires, echoing their most complex and personal identities. As part of the ‘Acts Like Prada’ campaign, starring Carey Mulligan and photographed by Steven Meisel, Moshfegh becomes the narrator of a new literary series, with each story inspired by the portrayal of female characters that Mulligan interprets with subtlety and depth.

With a radical and deeply human approach to the female figure, Moshfegh puts into words the essence of these fictional women who, through her stories, achieve a fully realised complexity and maturity. Ten Protagonists is the name of this collection of stories, where each story is linked to a female character invented by Moshfegh, who gives it a singular name, as well as an exclusive image for the campaign. This project is presented in a limited edition, illustrated with Mulligan’s photographs. An expansion of Prada’s visual image, which transcends the superficial and delves into the emotional and narrative depths of each character.

This set of stories not only highlights Prada’s continued innovation in creating complex narratives across its campaigns, but also continues the path laid out by previous collaborations, such as Miranda July the year before. Ten Protagonists brings a new layer of meaning to the Spring/Summer 2025 campaign, transforming Meisel’s images into vehicles for a contemporary literature that transcends the visual to explore the emotional and identity complexities of the women Prada celebrates. In this way, literature becomes a tool for deepening, enriching the sensory experience with an introspective and deeply personal dimension.

10 photos

It’s, in short, a masterful fusion of haute couture and literature, in which Moshfegh, through his prose, gives a new life to the characters that inhabit the images of the campaign, creating a narrative that is not only seen, but also read and felt.

Prada Beauty unveils its new Monochrome Brown lipstick collection.