Ultravision: a new visual identity for the Prada f/w 18 womenswear advertising campaign

press release

Prada Fall/Winter 2018 Womenswear Advertising Campaign

Ultravision

Jutting into the night sky above Milan, the extreme architectonic interiors of the Milan Fondazione Prada Torre form the arresting backdrop forUltravision, the latest face of 365 for the Prada Fall/Winter 2018 advertising campaign, the latest reimagining of the Prada woman.

Photographed by Willy Vanderperre in the Torre's spectactular enclaves - its labyrinthine, multi-angled staircases and its glass pinnacle with panoramic views across the skyline of Milan - each image is a heightened experience, radiating both colour, and feminine strength. The cast of models - Mica Argañaraz, Sarah Fraser, Amanda Murphy, Sasha Pivovarova, Amber Valletta, Liu Wen, Kiki Willems, Anok Yai - are reimagined as hyper-coloured Prada heroines, glowing with fluorescence and captured in movement simultaneously elegant and dynamic.

Seen in sequence, these images are fragmented parts of a single storyline - a journey - these women symbolically ascending the Torre's staircases to its peak, and captured in bold, intense colour, glowing on the edge of a dark nightscape.

Incandescent with unreal, extreme and saturated hues, these images - and the women inside them - are part realty, part fantasy.

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