A voyage through a pristine snowscape, a quest of rediscovery, a return.
The Prada Holiday 2025 campaign celebrates a timeless, cross-generational tradition: an automobile journey winding through crystalline white trees. Cinematic in scope and panoramic in scale, stills and moving images echo a long tradition of Prada campaigns inspired by movie auteurs. Filmed and photographed by Glen Luchford, the epic vision is brought to life by bold, youthful international talents.
Maya Hawke, Damson Idris, Louis Partridge, Letitia Wright and Li Xian convene as friends — a chosen family making the trip together. Neither a start nor an end, the campaign captures these protagonists in the depths of their excursion as recognized realities transform into magical fantasies. In the campaign film, a nighttime forest is miraculously illuminated by light, celebrating the holiday period as time of kinship, sharing, and wonderment. Accompanying films feature the cast discussing personal holiday memories, blurring the line between fiction and actuality.
Creative Directors Miuccia Prada and Raf Simons lead the concept, with Campaign Creative Direction by Ferdinando Verderi. Photography and direction by Glen Luchford frame a coming‑home story told through cinematic imagery and intimate encounters.
ARchive
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