MILAN - PRADA's chief executive officer, Andrea Guerra, recently highlighted the significance of leather goods as a symbol of the brand's history and future. The company reported record-breaking quarterly sales of over 1 billion euros, attributing part of its success to the development of iconic products that resonate with consumers. One such product is the Galleria bag, initially introduced in 2007 and now celebrated through a compelling campaign featuring Scarlett Johansson as the face of PRADA for the first time. The campaign was art-directed by the talented Venezuelan-American artist Alex Da Corte.
During an interview with WWD, Da Corte revealed that PRADA approached him while he was on a lecture tour in the United States, discussing "the Glass Age." This prompted him to delve deeper into the subject. Da Corte explained that the Glass Age began in 1918 with the invention of the Bicheroux Process, which eliminated previous limitations on the size of glass sheets. This breakthrough gave rise to a period where our desires are reflected and magnified through glass. Glass has played a significant role in showcasing objects of desire, from the grand shopping arcades of Europe to the screens in our pockets. Da Corte's creative exploration drew from images spanning the past 150 years, focusing on the concept of the body and its reflection.
The Galleria bag holds a special meaning in this narrative, as its name pays homage to PRADA's iconic flagship store located in Milan's luxury shopping arcade, Galleria Vittorio Emanuele II. The bag, known for its sleek and functional design, has become a signature piece in PRADA's collection.
In the campaign, Johansson skillfully embodies different identities, showcasing her versatility as an actress. Her transformations are accentuated by different hairstyles and looks, adding a dynamic element to the visuals. Johansson expressed her excitement about collaborating with Da Corte, stating that she had long admired his work but never imagined having the opportunity to work with him. She described the experience of performing within Da Corte's art-inspired environment, created based on PRADA's color story and aesthetic, as exhilarating and unique.
Color, a recurring theme in Da Corte's art, takes center stage in the campaign's photos. Drawing inspiration from Pop and Surrealism, the images feature a set adorned with windows, stairs, tables, mirrors, and, of course, the Galleria bag itself. The bag has been reimagined by co-creative directors Miuccia Prada and Raf Simons, showcasing their distinctive vision and design.
Accompanying the visuals are the words, "Our love is reds and yellows and blues and greens, Our love is lavender and browns and golds and greys." Johansson also speaks these words in a short video, further enhancing the evocative and artistic nature of the campaign.
While Da Corte is known for his diverse body of work, spanning video, performance, installation, painting, and sculpture, this marks his first project in the realm of fashion. Despite confessing his lack of knowledge about fashion, he was given creative freedom by PRADA and Simons. Da Corte praised Johansson as a modern icon, marveling at her ability to embody different personas, much like glass. He described her as a fantastic performer, and it was a pleasure to witness her work during the campaign.
PRADA's focus on leather goods has yielded impressive results, with a 14 percent increase in sales in the first quarter of the year, accounting for 46 percent of the company's total sales. The Galleria bag continues to be a significant contributor to this success. In previous campaigns, PRADA spotlighted the bag by featuring Hunter Schafer, and the campaign was directed by Xavier Dolan, a renowned Canadian actor, film director, and screenwriter.
With the collaboration between Scarlett Johansson and PRADA, the Spring Summer 2023 Galleria Collection is sure to captivate fashion enthusiasts and showcase the brand's enduring commitment to innovation and style.
COMMENTS