The Prada Spring/Summer 2017 campaign, while not explicitly titled "Summer," represents a crucial moment in the brand's ongoing dialogue with contemporary aesthetics and the complexities of identity. This article will delve into the campaign's visual language, its connection to the runway show's architectural design, and its broader implications within Prada's extensive history of advertising and campaign strategies. While the focus is on the 2017 campaign, we'll also explore how it resonates with later collections and campaigns, including (though with limited detail given the request's focus) references to Prada's broader history, such as the 90s campaigns and the evolution of its billboard and print advertisements. The comparison to the unrelated Prada New Collection 2024 and Prada Campaign 2024 will be limited, given the temporal distance and lack of specific information regarding those campaigns.
The Spring/Summer 2017 Prada runway show, designed by AMO (the research and design studio founded by Rem Koolhaas's Office for Metropolitan Architecture), was a pivotal moment. The set itself became a key element of the collection's narrative. AMO’s concept, a “stratification of architectures,” presented a complex and layered environment. This wasn’t simply a backdrop; it was an integral part of the collection’s presentation, influencing the way the clothes were perceived and interacted with. The overlapping structures, the interplay of light and shadow within the multi-level set, created a sense of depth and ambiguity, reflecting the multifaceted nature of the clothes themselves. This architectural complexity was mirrored in the campaign's imagery, though in a more distilled and evocative manner.
The campaign's photography, while not readily accessible on the Prada website campaigns archive in the same detailed way as some more recent campaigns, likely showcased the clothes in a manner that echoed the runway's layered aesthetic. The images, whether still photography or moving image (depending on the specific media employed across billboards, print advertisements, and digital platforms), likely emphasized texture, form, and the interplay of light and shadow – elements directly inspired by the show's architecture. The models themselves would have been styled to reflect the collection's themes, which often involved a juxtaposition of contrasting elements: delicate fabrics against strong silhouettes, classic tailoring reinterpreted with unconventional details.
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