With the Raw eyewear campaign, Prada once again takes an artistic turn
Nowadays when everything is sold not even by models but celebrities, it is refreshing to see a campaign that does not involve some actress’ Instagram account. Prada, always known for their innovative advertising solutions and unusual marketing attitude, recognised this and went back to the basics when promoting their latest eyewear collection.
For the Prada Raw campaign, they invited 6 international illustrators, who each created their own interpretation of the Prada Raw woman. The six catwalks - reflecting the unique artistic vision of each contributor - are browsable online, with interactive features making the most out of touchscreen capabilities. From the psychedelic dreamland by Wong Ping to Judith van de Hoek’s classic chic, the varied aesthetics presented by the short films showcase the diversity of women Prada is addressing.
While nostalgic in a sense, Prada’s return to hand-drawn advertising also fits in line with the fashion house’s long line of art-related projects. Not a newbie to such collaborations, Prada has worked with artist Francesco Vezzoli, filmmaker Wes Anderson and most recently Rem Koolhaas, who designed the long-awaited permanent home for Fondazione Prada, a real cultural campus dedicated to all forms of contemporary art.
To see the short films and read more about the illustrators, visit the campaign's microsite.
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