PRADA Spring/Summer 2016 Womenswear Advertising Campaign

The Prada Womenswear Spring/Summer 2016 Advertising Campaign presents an investigation into cyclical evolution, fragmenting and layering the decades of the past to refigure them into modernity.

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Steven Meisel’s campaign images suspend Sasha Pivovarova, Natalia Vodianova and Yasmin Wijnaldum within a temporal ambiguity. Their undone elegance and relaxed femininity emphasize the rebellious and chic wrongness at the heart of the collection. Subversive tailoring and surreal accessories – evoking a subtle yet daring sensuality – are innovative but at once loyal to the unconventional aesthetic of Prada-ism beauty. A conservative eccentricity work of de- and reconstruction of the women’s wardrobe key pieces mixing the traditional with the contemporary and the feminine with the masculine.

Prada SS16 Womenswear Adv Campaign image_02_grösser

These amalgamations provoke an elegant frenzy of material disorientation. During a period that privileges the acceleration of the new, Prada S/S 16 creates a timeless yet distinctly contemporary synthesis of the past: a provocative reimagining of convention.

The transitory atmosphere of the set becomes a hyper-real space where the cast traverse time, as well as distance. They are post-classic, contemporary nomads abstracted from a definitive temporality: composites of past and present, layered with irreverence.

Prada SS16 Womenswear Adv Campaign image_03_größer

The campaign video is now available on


Photo credits
Photographer:  Steven Meisel
Models:            Sasha Pivovarova, Natalia Vodianova and Yasmin Wijnaldum
Dates:              November 2015
Location:          New York
Video credits
Featuring:         Sasha Pivovarova, Natalia Vodianova and Yasmin Wijnaldum
Photography:   Steven Meisel
Music:              Arca
Credits: PR
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