Prada celebrates the SS23 collection with 'Touch of Crude'

Touch of Crude is the short film created by film director Nicolas Winding Refn for the Prada Spring Summer 2023 women’s fashion show, premiered at the Lumière Film Festival in Lyon, as well as at the Geneva International Film Festival and the Stockholm Film Festival.

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Prada and director Nicolas Winding Refn collaborate within an immersive environment conceived in the space of the SS23 womenswear fashion show. At the heart of this exchange is an exclusive new short film directed by NWR that explores women’s lives and the fluidity that characterises modern femininity. In the film a woman moves into a new house and receives a mysterious Black Box with a peephole through which she observes multiple universes, each seen from a different female perspective.

Through the photographic language of fashion, which echoes that of cinema, the campaign represents the quintessential Prada. The shots are inspired by classic Hollywood and European films, whose images represent frames within divergent stories, glimpses of a hidden narrative and an unknown script that, once again, tends towards multiple points of view of different lives. The campaign features a number of familiar faces: Vincent Cassel, Jaehyun Jeong, Louis Partridge, Hunter Schafer, Letitia Wright, alongside models Guinevere van Seenus and Rachel Williams.

The campaign, in which by its very nature actors and models embody otherness, plays with this multifaceted essence, where plurality adds complexity but, at the same time, contradicts the rawness implied by simplicity, directness and purity. In the Prada SS23 campaign, this element comes to the fore in the nude sets that echo cinematic projections of different universes, evocations of interior spaces, imitations of reality and traces of life.