Prada Spring/Summer 2000 Campaign, Sierra Huisman & Matheo Renoir photographed by Rob Wyatt
Campaigns and editorials are possibly the most important things in fashion immediately after the collections themselves. They represent and instil into the fashion industry an atmosphere of creativity and possibility where there are no limits set, only the ones you set for yourself. Yes, it’s a marketing tool but it’s also more than that (or maybe I’m just a sucker for marketing?) it provides a basis for brands to re-define themselves each season, to showcase the strengths of their brands. However, it’s not just the clothes or accessories that are important in campaigns or editorials. What defines the strength of an editorial or campaign is the attention to detail. The concept. The hair and makeup. The styling and the myriad of other nitty-gritty tasks which perfect a campaign and editorial to what it is. This new segment is a celebration of just that. A toast to those behind the scenes of photo shoots. A celebration of the past, future and present in the fashion industry. The experience of fashion may have been cheapened as we move from season to season mechanically but it is the editorials and campaigns which stand testament to the time which they represent.
Prada campaigns are absolutely beautiful in their own right, even more are the ones from the 90′s and early 00′s. They continue to produce campaigns every season which truly create a real fantasy – the Prada fantasy – which has so far explored an insanely varied amount of concepts from season to season. I have always believed that Miuccia Prada is a champion of women, of empowering women through her designs and this Spring 2000 campaign is no different. This campaign represents the end of the 90s Prada era of the experimentation and abstraction of minimalism, however it is also the beginning of the new Prada era of surreal prints, a much less conservative Prada than in the 90s. The domestic setting showcases a completely proletariat side of Prada – not the more bourgeois side of Prada we see today in collections.
Fashion is often not associated with emotion, more than not it’s culture or art etc. but Prada has always proven that fashion can showcase emotions. There is an insanely dynamic relationship in this campaign between the model and the photographer. It showcases a woman in her presumably traditional domestic state but this woman isn’t completely traditional in that sense, she’s completely devoid of weakness. In every photo, she exudes strength and power, a woman with distinction and direction, this collection is a uniform.
This is Prada in it’s moment of seemingly normality when that couldn’t be further from the truth.