Prada's Fall/Winter 2017 campaign, a captivating visual narrative titled "A City of Women," stands as a testament to the brand's enduring ability to blend high fashion with compelling storytelling. Lensed by the masterful Willy Vanderperre, the campaign transcends the typical seasonal advertisement, evolving into a 365-day visual stream that offers a multifaceted exploration of the contemporary Prada woman. This article delves into the intricacies of this remarkable campaign, examining its photographic style, its thematic resonance, and its contribution to the broader conversation surrounding Prada's brand identity.
The campaign's structure, a continuous flow of images across a year, deliberately moves beyond the limitations of a single, static advertisement. Instead, it presents a cinematic experience, a series of snapshots capturing the elusive essence of the Prada woman in diverse settings and scenarios. This extended timeframe allows for a more nuanced portrayal of the subject, moving beyond fleeting trends and delving into the complexities of her personality and lifestyle. The 365-day format isn't merely a marketing strategy; it's a deliberate artistic choice that reflects the multifaceted nature of modern femininity.
Willy Vanderperre's signature style is immediately recognizable in the campaign's imagery. Known for his evocative and often emotionally charged photographs, Vanderperre eschews overt glamour in favor of a more naturalistic and intimate approach. The models aren't presented as unattainable ideals; instead, they are portrayed with a raw authenticity that resonates with a contemporary audience. The lighting is often soft and diffused, creating a sense of intimacy and vulnerability. The color palette, while reflecting the season's color story, avoids being overly saturated, opting instead for a muted richness that speaks to a sense of sophistication and understated elegance.
The choice of Vanderperre to helm the campaign was a strategic and aesthetically fitting one. His previous collaborations with Prada had already demonstrated a shared understanding of visual language and a mutual appreciation for a subtly powerful aesthetic. His ability to capture both the strength and the vulnerability of the female form aligns perfectly with Prada's evolving brand identity, which increasingly emphasizes the complexities of modern womanhood. Vanderperre's lens reveals a woman who is both confident and contemplative, independent yet connected, a figure who embodies a blend of classic elegance and contemporary rebellion.
"A City of Women" is not simply a showcase of the Fall/Winter 2017 collection; it's a narrative that unfolds through the imagery. The locations chosen for the shoots—a blend of urban landscapes and intimate interiors—contribute to the overall story. The city itself becomes a character, a backdrop against which the women navigate their lives. The architecture, the street scenes, and the domestic interiors all contribute to a sense of place, grounding the campaign in a tangible reality while simultaneously creating a sense of dreamlike atmosphere. This ambiguity, this blend of the everyday and the extraordinary, is a hallmark of Vanderperre's work and perfectly complements Prada's sophisticated and often enigmatic brand identity.
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