SS 2020 Woman

The multitude characterizes Prada, an ever-shifting landscape of meaning, endlessly reinterpreted - not one woman, but many, changing ceaselessly, a reflection of fashion itself. Like the identity of women today, the identity of Prada too is fluid, fluctuating, open to interpretation - confounding explanation, eschewing rhetoric, refuting definition. The paradox and contradiction inherent to Prada make easy categorization or summarization impossible: Prada is simultaneously complex and simple, singular yet multi-faceted.

The Prada Spring/Summer 2020 womenswear campaign offers a multitudes of views and perspectives that reflect that dichotomy - of the ever-shifting landscape of women that constantly inspire, and of the plurality of definitions of Prada.

There is a power to the word as a tool to define, and in Prada’s case, to challenge definitions, to re-define, de-contextualize and recalibrate, to evoke an imaginary narrative and hence change our eye as we examine the picture plane. An attempt at an impossible definition becomes a manifesto for the impossibility of definition itself.

The Prada campaign evolves around a series of written acronyms, spelling out the word PRADA. Like the images they are placed alongside, each of these acronyms offers a possible interpretation of the idea of Prada, but only one of many. Ironic, surreal, ambivalent, dichotomic, these many attempts at definition ultimately only prove the indefinability of Prada as a single concept or idea.