Prada's Autumn Winter Campaign makes a Floral Tribute

Words by
Sphere Editors

10th October 2023

Prada’s autumn/winter 2023 campaign brings life-size flowers together with some of cinema's most prized actors. Here we see the campaign and collection on its journey from the screen to floral kiosks, digital platforms and the runway.

Prada's autumn/winter 2023 campaign, "In conversation with a flower" unites five global actors — Benedict Cumberbatch, Li Xian, Hunter Schafer, Kodi Smit-McPhee and Letitia Wright — shot alongside oversized flowers by Willy Vanderperre, with a script created by Pulitzer Prize-winning Michael Cunningham.

Prada Floral Campaign autumn winter  - Hunter Schafer
Hunter Schafer for Prada's Autumn/Winter 2023 campaign

The campaign came to life from the billboards with limited edition seed planting packs. These were only available for a few days during September from selected flower kiosks and exclusive shopping malls worldwide. With this, Prada aimed to nudge a blooming ripple effect from their campaign, creating new floral life all over the world. From Notting Hill to the design district of Dubai.

Prada Floral Campaign autumn winter - Dubai flower kiosk
A flower seed kiosk in Dubai for the Prada campaign

If you didn't manage to grab a Prada planting pot, not to worry. The campaign has expanded onto digital platforms with the Prada Blossom filter, allowing digital daisies to blossom before you on TikTok, Instagram and Snapchat. Although lacking the interactive DIY elements of the seed planting packs, these flowers certainly guarantee to grow as tall as you - allowing you to be in conversation with your own flower.

Prada Floral Campaign autumn winter  - Floral Womenswear
Floral appliqué in play on Prada Autumn/Winter 2023 Womenswear pieces

The floral embodiment doesn't stop at Ferdinando Verderi's spectacular creative direction. The Autumn/Winter collection itself features floral elements on a number of pieces. From delicate watercolour designs on Prada Galleria mini-bags to appliquéd organza flowers on midi-skirts. 

Explore the full Autumn/Winter 2023 Womenswear and Menswear collections.

Watch the campaign video, shot by Willy Vanderperre.