Prada Linea Rossa elevates its vision with ‘New Heights’

With Jake Gyllenhaal starring in the new eyewear campaign.

Following his foray into high-performance sailing with the Luna Rossa Prada Pirelli team, the acclaimed actor faces a new challenge: the wildest peaks on the planet. Through the lens of Rory van Milligen, Gyllenhaal swaps the sea for the mountains and ventures into a territory dominated by cold, silence and endurance.

Inspired by the changing landscapes of the Arctic, “New Heights” explores the tension between man and the elements, celebrating resilience, vision and adaptability as part of Linea Rossa‘s DNA. Between dentists and frozen horizons, Jake embodies the energy of someone who moves with purpose in extreme environments. Each image captures the precision, control and calm demanded by altitude, reflecting the same philosophy that drives the collection: uncompromising performance and design that pushes boundaries.

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The 2025 collection from Prada Linea Rossa Eyewear is presented as a natural extension of the body in motion. With five new designs—including sunglasses and optical frames—the line combines technical innovation and contemporary aesthetics. Frames inspired by ski goggles, wraparound shapes that optimise ventilation, and an oversized model designed for everyday wear come together to form a unique offering.