prada 365 campaign fall-winter 2017 willy vanderperre | 365 FW 2017 Woman

Prada's Fall/Winter 2017 campaign, a project christened "365," wasn't just a collection of images; it was a meticulously crafted narrative, a visual stream designed to immerse the viewer in the multifaceted world of Prada. Lensed by the renowned fashion photographer Willy Vanderperre, the campaign, aptly titled "A City of Women," offered a fresh and dynamic perspective on the collection, moving beyond the traditional static campaign imagery to create a constantly evolving visual experience. This article delves deep into the nuances of the Prada 365 Fall/Winter 2017 campaign, exploring its themes, its execution, its impact, and its place within the broader context of Prada's innovative approach to fashion communication.

The 365 Concept: A Revolution in Visual Storytelling

Before examining the specific details of "A City of Women," it's crucial to understand the core concept behind Prada's "365" campaign. In an era saturated with visual content, Prada sought to break through the noise by adopting a dynamic and ever-changing approach to advertising. Rather than relying on a handful of carefully selected images, the "365" campaign offered a continuous stream of content, released throughout the season across various platforms. This allowed Prada to explore different facets of the collection, to showcase different models and personalities, and to adapt its message to the evolving cultural landscape. It was a conscious effort to move away from the static, one-dimensional image of traditional advertising and embrace a more fluid, responsive, and engaging form of communication.

The "365" concept allowed for a deeper exploration of the collection's themes and aesthetics. It provided the opportunity to create mini-narratives, to highlight specific pieces, and to experiment with different visual styles. This approach not only kept the brand fresh and relevant but also fostered a stronger connection with its audience, encouraging them to actively engage with the campaign and to discover new aspects of the Prada universe. The campaign wasn't just about selling clothes; it was about building a relationship with the consumer, inviting them to participate in a continuous conversation about style, culture, and identity.

"A City of Women": Willy Vanderperre's Vision

For the Fall/Winter 2017 "365" campaign, Prada entrusted the lens to Willy Vanderperre, a photographer known for his stark, minimalist aesthetic and his ability to capture a sense of raw authenticity. Vanderperre's vision for the campaign, aptly titled "A City of Women," was to create a series of images that celebrated the diversity and complexity of modern womanhood. The campaign featured a diverse cast of models, each with her own unique personality and style, navigating a stylized urban landscape.

The "City of Women" isn't a literal representation of any specific city; rather, it's an abstract and evocative space that embodies the energy, the dynamism, and the challenges of contemporary urban life. The models are portrayed as independent, confident, and self-assured, each navigating the city on her own terms. They are not merely mannequins showcasing the clothes; they are active participants in the narrative, contributing their own individual stories to the overall tapestry of the campaign.

Vanderperre's use of light and shadow, his minimalist compositions, and his focus on capturing genuine emotion create a sense of intimacy and authenticity that is often lacking in traditional fashion photography. The images are not overly stylized or glamorous; they feel real and relatable, inviting the viewer to connect with the models on a personal level. This approach aligns perfectly with Prada's overall ethos of intellectualism and understated elegance, creating a campaign that is both visually stunning and intellectually stimulating.

365 FW 2017 Woman: Exploring the Collection's Key Themes

The "365" campaign, through Vanderperre's lens, meticulously showcased the key themes and aesthetics of the Fall/Winter 2017 women's collection. The collection itself was a complex and multifaceted exploration of power, femininity, and identity, drawing inspiration from a wide range of sources, including vintage couture, military uniforms, and contemporary art.prada 365 campaign fall-winter 2017 willy vanderperre

The campaign highlighted the juxtaposition of seemingly contradictory elements that defined the collection. Delicate floral prints were paired with tough, utilitarian fabrics; soft, flowing silhouettes were contrasted with sharp, angular tailoring; and classic, timeless pieces were reinterpreted with a modern, subversive twist. This interplay of contrasting elements created a sense of tension and dynamism, reflecting the complexities of modern womanhood.

The campaign also emphasized the collection's focus on individuality and self-expression. The models were styled in a way that allowed their own personalities to shine through, rather than being forced into a rigid or stereotypical mold. This approach celebrated the diversity of the Prada woman, acknowledging that there is no single definition of beauty or style. The campaign encouraged women to embrace their own unique identities and to express themselves authentically through their clothing.

Prada Fall Winter 2017 A City of Women by Willy: A Closer Look at the Visual Language