Prada ad 2023 ft. Scarlett Johansson

Luxury fashion house Prada has unveiled a mesmerizing new campaign, “The Glass Age,” with Hollywood icon Scarlett Johansson taking center stage and acclaimed artist Alex Da Corte adding his unique flair to the mix. In Prada ad 2023, a vibrant and colorful campaign, Johansson and the Prada Galleria handbag are presented as reflections of each other, both embodying a transformative charm and an ability to adapt to their surroundings.

Alex Da Corte, a Venezuelan-American artist renowned for his work spanning video, performance, installation, painting, and sculpture, has lent his imaginative eye to this campaign, marking his first venture into the realm of fashion. Embracing pop and surrealist art elements, Da Corte’s work has given life to the campaign vibrantly and strikingly.

This campaign follows Prada’s tradition of creating dialogues between its iconic products and prominent cultural figures, exploring the intersection of fashion and personality. This time, the iconic Prada Galleria handbag and the universally acclaimed actress Johansson are at the heart of this discourse. The former is a timeless symbol of Prada’s brand, while the latter is an international sensation known for her transformative performances.

A Tony and BAFTA award winner, and a two-time Academy Award nominee, Johansson’s skill of embodying multiple personae and identities aligns beautifully with the versatility of the Prada Galleria handbag. Throughout the campaign, Johansson is immersed in a world of vivid, expressive colors and shadows, symbolizing the emotions she conveys through her craft.

Similarly, the Galleria handbag is presented as a mirror reflecting Johansson’s transformations. The bag itself serves as a canvas, exploring a spectrum of shades and patterns that change and evolve with Johansson, emphasizing its adaptable design and timeless appeal.

Drawing on color’s innate link to emotion and shared experiences, the campaign reflects Johansson’s global fame and the Galleria handbag’s universal appeal. Da Corte’s skillful use of color and shadow generates a sense of familiarity, recalling collective experiences and memories while adding a new resonance layer to Johansson’s image and the Galleria handbag.

PROS

• Star Power: Having Scarlett Johansson, a globally recognized figure, as the face of the campaign instantly increases its reach and appeal. Her fan base and influence are likely to drive interest and potentially boost sales of the Prada Galleria handbag.
• Innovation in Advertising: The campaign’s usage of color, shadow, and surreal imagery, under the direction of acclaimed artist Alex Da Corte, offers a fresh and innovative approach to fashion advertising. This unique presentation could pique consumer interest and elevate the brand’s image.
• The Synergy of Art and Fashion: The blending of fine art and fashion in this campaign could attract a wider audience, including those interested in contemporary art. This also positions Prada as a brand that values and invests in artistic collaborations.

CONS

• Alienating Traditional Consumers: The campaign’s surreal and avant-garde approach might not appeal to everyone. Traditional customers who prefer straightforward and classic advertising might find this campaign perplexing or off-putting.
• Overshadowing the Product: The intense focus on the campaign’s artistic elements and Johansson’s star power might overshadow the actual product, the Prada Galleria handbag.
• High Expectations: Given the stature of Scarlett Johansson and Alex Da Corte, the campaign has set high expectations. If it doesn’t meet these expectations or if the actual product fails to match up to the campaign’s vivid portrayal, it could lead to customer disappointment.

Prada ad 2023 CONCLUSIONS

With “The Glass Age” campaign, Prada is not just celebrating its iconic Galleria handbag but also commemorating the powerful influence of culture and art in fashion. It’s a vivid and lively testament to the transformative power of fashion and its ability to mirror our ever-evolving identities.

Prada ad 2023 Credits and Cast

Talent: Scarlett Johansson
Concept, Artwork and Direction: Alex Da Corte
Creative Direction: Ferdinando Verderi

Who is Scarlett Johansson

Scarlett Johansson is an internationally known actress and producer. She is the recipient of several accolades, including a Tony Award and a BAFTA Award, as well as nominations for two Academy Awards and five Golden Globe Awards. She made her film debut in the fantasy comedy North (1994) and gained early recognition for her roles in Manny & Lo (1996), The Horse Whisperer (1998), and Ghost World (2001). Johansson shifted to adult roles in 2003 with her performances in Lost in Translation, which won her a BAFTA Award for Best Actress and Girl with a Pearl Earring. Other works include Match Point (2005), The Prestige (2006), and Vicky Cristina Barcelona (2008); and the albums Anywhere I Lay My Head (2008) and Break Up (2009), both of which charted on the Billboard 200. In 2010, Johansson debuted on Broadway in a revival of A View from the Bridge, which won her a Tony Award for Best Featured Actress, and began playing the role of Black Widow in the Marvel Cinematic Universe with Iron Man 2. She received critical acclaim and two Academy Award nominations for her roles in the drama Marriage Story and the satire Jojo Rabbit (both 2019).

Who is Alex Da Corte

Alex Da Corte is a Venezuelan-American artist. He is currently the subject of Fresh Hell at the 21st Century Museum of Contemporary Art in Kanazawa, Japan, a survey of his film works in a geometric sculptural design and a follow-up and mirror image of Mr. Remember, a survey of sculpture, painting, and installation including film at the Louisiana Museum of Modern Art, Humlebæk, Denmark in 2022. His most recent film ROY G BIV premiered at the 2022 Whitney Biennial; in 2021, he received the Roof Garden Commission for the Metropolitan Museum of Art, New York. From November 2020 to January 2021, his site-specific intervention Rubber Pencil Devil, presented by Prada with the support of Fondazione Prada, was exhibited at Prada Rong Zhai, Shanghai. Da Corte participated in the Biennale di Venezia May You Live in Interesting Times and the 57th Carnegie International, Pittsburgh in 2019. He has presented solo exhibitions at the Kölnischer Kunstverein, Cologne (2018); Secession, Vienna (2016); Art + Practice, Hammer Museum, Los Angeles (2016); MASS MoCA, North Adams, Massachusetts (2016); Museum Boijmans van Beuningen, Rotterdam (2015); and the Institute of Contemporary Art, Philadelphia (2014, together with Jayson Musson). Da Corte lives and works in Philadelphia.