Always ambitious and adventurous, Prada will be unveiling a new public identity and advertising strategy in the coming weeks: Prada365, a multi-platform attempt worthy of its name. It will comprise everything from print to digital media, from magazine ad to Instagram post.
Prada has been known for its storytelling; Miuccia being an explorer of sorts, an art enthusiast and a fashion innovator. However, what’s new is that Prada365 will be a supple, timely, instant; hands-on experience for everyone.
“We wanted to try how that could be different. Why don’t we just do smaller concepts, faster, more immediate, showing different women? We always show so many different types of women anyway, and Miuccia liked the idea of appealing to different points of view,” says Fabio Zambernardi, design director of the Prada and MiuMiu collections since 2002.
Yet Prada worries that the “365” 3-digit number is too common and could relate to a cluster of things. Nevertheless, 365 identifies with Prada’s new pitch: Prada360, the whole round, from print to digital to movies to billboards, a pivoting visual identity. “We always had to reduce, reduce, reduce which was a pity,” Prada says. “This gives more possibilities of ideas.”
A Prada woman is in every woman. Steven Meisel has been photographing Prada’s campaigns since at least 1992, sticking around because he was one of the rare who could fully portray the quick changes of the Prada woman, her hyperreality. That’s where the live approach comes in – more collaborative, more spontaneous. Less theory, more passion for life; that’s how Miuccia reshaped her vision. “If you’re approaching more and more people – different mentalities, different religions, different cultures – you have to put more of yourself out there.”
Well, that’s the start of the new year for Prada with its exciting 365 concept.