What’s behind the new Prada AW15 campaign

If at first sight the new Prada AW15 campaign could appear like a mix of pastel colours candy-effect, get ready to change your mind.

As explained backstage by Miuccia on the occasion of the show where the collection was presented, it’s “an ode to meta-modern femininity in an ironic key” that is a critical look to the stereotypes about femininity which became established through slick magazines and social media.

The images were shot by Steven Meisel in his New York studio and they have all the static nature of a still life image on a neutral background: plastic poses, porcelain skin and rigid fabrics make the Prada woman a (subversive) product of modern seriality.

The protagonists are seven fresh faces seen on the runways of these latest seasons: Avery Blanchard, Estella Boersma, Inga Dezhina, Lineisy Montero, Ine Neefs, Maartje Verhoef and Italian Greta Varlese.

It’s the (very personal) Miuccia way to demonstrate her staunch feminism: fashion is proposing aesthetic standards only suitable for a doll? She is ironic about it through a collection which takes the phenomenon on an extreme level.