The new Prada campaign featuring Scarlett Johansson

An actor has the ability to continually reinvent and rediscover themselves, transcending their own self to embody a myriad of characters. This is a concept that has long tied the history of Prada to the world of cinema, serving as both a medium of expression and inspiration. The campaign harnesses the magnetic allure of the star to establish a connection with character, personality, and the ever-evolving identity that is emblematic of both cinema and fashion. To present the Galleria handbag, Prada continues its collaboration with actress Scarlett Johansson, delving into the intricacies of the performing arts. The campaign is an ode to the very technique of acting – the true engine that drives the gears of cinema – and a celebration of the actress's talent. Acclaimed for her skill, Scarlett Johansson has garnered a Tony Award and a BAFTA award throughout her career, along with two Oscar nominations.

The still images and moving shots, captured in New York by director Jonathan Glazer, showcase the star refining her craft, infusing varying emotions and meanings into the same words, in that infinite self-transformation that defines an actor's ability. Abstract, surreal, the film represents the quintessence of cinematography. As soon as Scarlett Johansson steps out of the studio, we are catapulted from the screen to reality, albeit transfigured and idealized for us. In a dichotomy that is typically Prada, the intimacy generated by performance art contrasts with the panoramic normality of everyday life: the actress, seemingly without direction, embodies both herself and the principles of cinema verité. In this everyday dimension, the Prada Galleria bag is a tool for life rather than just a product, an everyday wardrobe essential. Just like the actress and acting, this accessory symbolizes mastery and is capable of expressing multiple personalities. The Prada Galleria bag is portrayed in motion, as a fundamental facet of a woman's life.