A WINTER’S TALE BY PRADA

2025 HOLIDAY CAMPAIGN

A winter archetype – a voyage through a pristine snowscape, a quest of rediscovery, a return. The Prada Holiday 2025 campaign celebrates a timeless and cross-generational tradition: winding through crystalline white trees, an automobile journey is emblematic of the season. A universal experience, a story known by many – a coming home.

Cinematic in scope, panoramic in scale, these still and moving images echo a long tradition of Prada campaigns inspired by movie auteurs. Filmed and photographed by Glen Luchford, the epic vision is brought to life by bold and youthful international talents: Maya Hawke, Damson Idris, Louis Partridge, Letitia Wright, and Li Xian They convene as friends, a chosen family making the trip together.

Neither a start, nor an end, the campaign captures these protagonists in the depths of their excursion. And, in the campaign film, our recognized realities transform into magical fantasies – a nighttime forest miraculously illuminated by light. It celebrates the holiday period as time of kinship and sharing, of stories, and of exceptional encounter. Of wonderment.

In accompanying films, the stellar cast of talent discuss personal stories, of their holiday memories – blurring the line between fiction and actuality, between cinema and life.

獻上經典冬日意象，啟程穿越純白雪景，重新探索，踏上歸途。Prada 2025年節日廣告企劃頌揚代代相傳的不朽傳統：蜿蜒穿梭於晶瑩雪樹間，自駕遊儼然成為冬日的象徵。這場世界大同的體驗細述一段人所共知的故事——歸家之旅。

一幀幀靜態與動態影像氣勢磅礴，格局宏大，呼應Prada廣告企劃長久以來借鏡電影大師的傳統。廣告由Glen Luchford掌鏡，一眾大膽而年輕的國際巨星將史詩般的願景活現眼前︰Maya Hawke、Damson Idris、Louis Partridge、Letitia Wright與李現以摯友身份相聚，組成一個共同踏上旅程的大家庭。

廣告企劃並未著墨旅程的開端或結尾，而是捕捉主角們沉浸於旅程的當下。廣告短片中，我們慣常的現實轉化為奇幻之境，夜色中的森林熠熠生輝，構成一幅神奇景象。廣告頌揚節日是團聚互愛的時刻，成為故事的舞台，締造非凡邂逅的契機，驚奇處處。

其他短片中，眾星暢談各自的冬日假期故事和回憶，模糊了虛構與現實、電影與生活的界線。