Xavier Dolan signs Prada's latest campaign

For the first time, Prada has unveiled a campaign dedicated to a single bag, the famous Galleria Bag, originally created in 2007 and soon become one of the flagship products of the brand. Leading the campaign, consisting of two shots and a short film, there is the enfant prodige of author's cinema Xavier Dolan and, as the protagonist, Hunter Schafer, already present at the post-fashioned debate of the brand's latest show and well-known for her role in Euphoria.

The decision to increase the media presence of a bag that is already a bestseller for Prada is due to the excellent signals coming from markets such as the United States, Asia and the Middle East: in 2020, leather goods accounted for 56% of Prada's sales, growing especially in the second part of the year. The campaign, therefore, wants to further enhance and also celebrate the iconic bag, creating an interesting synergy with Dolan, who has been given carte blanche, and creating a parallel between the movie stars and the bag.