Prada's “Ritual Identities” celebrates the Galleria bag

In a cinematic exercise that transcends the purely commercial.

What could be considered a simple campaign is transformed into an artistic project that invites us to rethink the boundaries between fashion, cinema and contemporary storytelling. This is how Prada turns the celebration of its Galleria bag into an act of absolutely genuine love.

In 2025, the baton passes from Jonathan Glazer to Yorgos Lanthimos. The Greek director, renowned for his surreal and disturbing imagery, reinterprets the essence of the Prada Galleria through Scarlett Johansson, who had already starred in the previous edition. Now, for the first time, actress and director come together in the same creative space, and the result is a piece that operates as a kind of fragment suggesting the existence of a larger film, with a plot pulsing beneath the surface.

Lanthimos‘ universe envelops Johansson in enigmatic rituals: strange gestures, repetitive actions, settings that evoke the everyday and the archetypal at the same time. The actress multiplies into different versions of herself, as if each transformation opened a door to new identities. This unfolding reflects the central thesis of the project: the fluidity of personality as an act of perpetual creation.

Amidst this game of mirrors, the Prada Galleria emerges as a true narrative hub. It becomes a totem, a talisman, a vessel of energy and metamorphosis. An object that, like Scarlet on screen, reinvents itself season after season without ever abandoning its essential aura.

Swipe through the gallery and discover “Ritual Identities” in its entirety.