EXISTING BEING SURVIVAL VIVACITY JOURNEY ENTITY EXISTENCE LIVING

Purpose

BUILDING ON THE FOCUS OF CONNECTION AND THE PLEASURE OF FUNCTIONALITY, FROM PREVIOUS COLLECTIONS. IGNORING GLAMOUR, AND THE HIGH STATUS THAT COMES WITH THE LUXURY FASHION INDUSTRY. BRINGING BACK BASIC FASHION STAPLES UNIQUE TO PRADA, THROUGH THE IDEA OF INVESTMENT PIECES. TAKING A TRADITIONAL APPROACH OF THE ROLE OF CLOTHING AGAIN. RESPONDING TO THE CALL FOR AUTHENTICITY, THE CAMPAIGN WILL BRING THE FOCUS TO FEELING AND SENSES, GROUNDING AND CONNECTING THE CONSUMER TO REAL LIFE. THE CAMPAIGN WILL CONSIST OF 3 DIFFERENT SHOOTS, INCLUDING 3 IMAGES IN EACH SET. THE SHOOTS WILL ALL BE AT DIFFERENT LOCATIONS AND WILL BE USED AS INDIVIDUAL SETS OF 3 AS WELL AS A 9-PART SERIES TOGETHER. LAID SIDE BY SIDE TO FORM A NEW ABSTRACT NARRATIVE OF FEELING AND SENSES. REFERENCING THE FW 21 PRADA CAMPAIGN, FEELS LIKE PRADA. PROMOTING THE REJECTION OF LIVING OUR LIVES THROUGH TECHNOLOGY, INSTEAD LIVING IN THE MOMENT, AND ACCEPTING THE EVERYDAY. ESPECIALLY IN TODAY’S CLIMATE OF UNCERTAINTY AND THE COST-OF-LIVING CRISIS, ENCOURAGING THE CONSUMER TO ONLY LIVING BY THEIR MEANS…