MILAN — For the primary time, Prada is launching a marketing campaign targeted on a purse and a single product: its assertion Galleria bag.
Conceived in 2007, the bag has been reinterpreted in a number of iterations, and Lorenzo Bertelli, Prada Group head of selling and head of company social accountability, informed WWD he believes the marketing campaign will deliver renewed consideration to a key product that will not be so recognizable to a brand new era of shoppers.
“In time, you may end up taking things for granted, but it’s important to talk about ourselves and our products to the new generations, following up with them,” stated Bertelli. “Familiarity may lead to complacency. Cyclically, you have to tell your story and represent the values of the brand within the company and outside to the customers.”
A devoted marketing campaign, anticipated to launch right now, will assist “maintain our visibility at a time when there is so much competition,” continued Bertelli. “We need to stay relevant, and even more so in this moment of big changes.”
The Galleria is amongst Prada’s bestsellers, an iconic design for the model, famous the younger government.
As reported, final 12 months the leather-based items class, which accounted for 56 % of Prada’s gross sales, noticed double-digit progress within the second half of the 12 months in Asia, the U.S., and the Middle East. In the 12 months ended Dec. 31, group revenues totaled 2.42 billion euros.
Prada tapped American actress and artist Hunter Schafer to entrance the marketing campaign, and Canadian actor, movie director and screenwriter filmmaker Xavier Dolan to direct it, permitting him full freedom and independence, channeling his private imaginative and prescient into the identification of the Prada Galleria.
Schafer made her debut portraying Jules within the HBO sequence “Euphoria” in 2019. In February, she was a part of the group of abilities and buddies of the model, from Marc Jacobs to architect Rem Koolhaas, in dialog with co-creative administrators Miuccia Prada and Raf Simons after the digital presentation of the ladies’s fall 2021 present to debate the gathering from a multidisciplinary perspective.
“Choosing Hunter was consistent and in sync with the fall show and we have a good relationship with her, she worked well with us and so did we,” stated Bertelli. While he credited his mom Miuccia Prada, Simons and their group with the artistic decisions, conceding he offers “his opinion and support,” he believes the “good feeling” with Schafer would translate right into a profitable marketing campaign.
Dolan’s directorial debut, “I Killed My Mother,” which he wrote, directed, produced and starred in on the age of 20, premiered on the 2009 Cannes Film Festival, the place it acquired the Art Cinema Award, the SACD Prize for screenplay, and the Prix Regards Jeunes. His fifth function, “Mommy,” received the César Award for Best Foreign Film in 2015. The identical 12 months Dolan sat on the jury of the Cannes Film Festival, and directed the video for Adele’s single “Hello.”
For his cinematic brief for Prada, Dolan created a sequence of micro narratives, marked by “a joyful mood,” stated Bertelli, who harassed that “there was no brief given in that sense. It reflects the mood of the moment.” After the hardships and restrictions brought on by the COVID-19 pandemic, there’s a pure “desire to return to smiling.”
Schafer is seen as a romantic younger woman and her fantasy is the Prada Galleria, reimagined in numerous contexts, jolting between imaginary scenes and eventualities. Prada cited Ferdinando Verderi as artistic director of the marketing campaign, which can be primarily digital, with a couple of exceptions, akin to outside photographs, stated Bertelli.
Asked concerning the funding, for the reason that marketing campaign will stretch out all year long, Bertelli demurred. “It’s an effort for us, but it’s also based on the performance of the campaign, so we don’t really know yet.”
Sleek but purposeful, the bag is known as after the placement of Prada’s storied flagship in Milan — the luxurious Galleria Vittorio Emanuele II, the place the model was based by Mario Prada, Miuccia Prada’s grandfather, in 1913.
The bag was initially provided in Saffiano leather-based — a scratch and water resistant calfskin outlined by a crosshatched floor texture, a cloth patented by Mario Prada and nonetheless a leitmotif of the model right now, created by way of an intricate hot-pressing course of; uncooked edges are smoothed and painted by hand to match.
The bag is marked by easy and pure traces, harking back to medicine-style baggage well-liked within the midcentury, with its rectilinear form and curved prime deal with. The inside features a trio of parallel compartments, two zipped with one other pocket hidden deep inside.
The Galleria bag consists of 83 items, combining industrial precision with handbook craftsmanship.
Prada has through the years revisited the floor of the bag in numerous hides, elaborations, colours and embroideries or topstitching.