Prada turns to artist Anne Collier for its latest campaign

With “Prada Image of an Image”, the Italian fashion house proposes an intellectual and visual exercise that delves into the territory of perception, advertising and the act of looking.

Under the creative direction of Miuccia Prada and Raf Simons, the campaign raises questions about what an image is today, how it is constructed and how we consume it. To this end, Prada has decided to draw on the art of Anne Collier, whose work has spent more than two decades investigating the reappropriation of photography and its role within contemporary visual culture.

Collier has constantly explored the boundaries between art, advertising and desire, questioning our relationship with images and the very act of observing – and being observed. On this occasion, he has been commissioned to create an exclusive portfolio that fundamentally redefines what we understand by a fashion campaign in the digital age.

The result is an intervention that transforms the campaign into a tangible, almost intimate object. Far from the immediacy of the screen, the images become physical, material, something that can be held in your hands. In each still life, external hands hold up photographs from the collection, previously captured by Oliver Hadlee Pearch. This gesture introduces a new layer of interpretation: the images within the image are observed, admired and examined, as if the viewer were reflected in this act of contemplation. Anne thus dissects the mechanism of advertising, exposing it and questioning its language.

The play on perspective continues within these ‘reframed’ photographs. Prada‘s pieces come to life through a cast featuring Levon Hawke, Nicholas Hoult, Damson Idris, Carey Mulligan, Hunter Schafer, John Glacier, and Liu Wen. Each of them adds an extra dimension to the image, extending its meaning beyond the purely aesthetic.