Raf Simons and Miuccia Prada‘s ability to take fashion into new dimensions has lifted Prada to futuristic heights, which are most clearly explored in its Spring/Summer 2023 men’s and women’s collections.
The collections, titled “Prada Choices” and “Domestic Voyeurism,” come together under one subversive vision of sci-fi domesticity and the deconstruction of what “normal” means, culminating in the Nicolas Winding Refn-directed film Touch of Crude.
The film is now part of a broader campaign commemorating the debut of both seasonal collections, with the Touch of Crude film itself “exploring the lives of women and the scope of fluid modern femininity.”
Prada’s pair enlists long-time creative colleague and friend David Sims to capture the House’s muses and abilities in the SS23 collections for the campaign, which you can see above. He is joined by Jaehyun Jeong, Louis Partridge, Hunter Schafer, Letitia Wright, and models Guinevere van Seenus and Rachel Williams, and is led by French actor Vincent Cassel.
The images are influenced by vintage Hollywood and European films, and they capture voyeuristic moments of innocence with aspects of anxiety. The stark backdrops and equally minimalistic clothing, combined with the prolonged stares, result in a campaign that conveys a sense of mystery.
Prada‘s Touch of Crude film is available on Prada’s website, and the collection is currently available online and in retailers globally.
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