Luxury house PRADA presented The Galleria 2021 handbag video campaign featuring Euphoria‘s star Hunter Schafer directed by film maker Xavier Dolan. In charge of creative direction was Ferdinando Verderi, with casting direction from Ashley Brokaw. Beauty is work of hair stylist Shay Ashual, and makeup artist Holly Silius.
Prada‘s neo-classic The Galleria bag was created in 2007, and named after the brand’s historic flagship in Milan – the Galleria Vittorio Emanuele II – housing the boutique where the brand was founded by Mario Prada, Miuccia’s grandfather, in 1913. The Galleria bag references classic styles of the past and reimagines them for the future.
“Schafer is our heroine – a romantic, a young girl imagining her place within her different fantasies. We leap from her bedroom, to imaginings of a fashion shoot, universal reflections of fashion as imagined in the popular consciousness, an escape from her reality. But that reality could itself be a dream: these scenes are contradictorily framed by the apparatus of filmmaking, contained within cinematic sets that evoke the dream factory of Hollywood, another source of endless enchantment, like the world of fashion she imagines.
A constant presence, Schafer’s fixation – her fantasy – is the Prada Galleria, a talisman of fashion. The bag is a classic, whose character is constantly reinvented, reimagined, reinvigorated, as diverse and multifaceted as a cinematic heroine. Change, contradiction, evolution – always and never the same. The Galleria bag here is reimagined in different contexts, differing locales and visions, jolting between imaginary scenes and scenarios, between multiple micro-narratives, like fragments of thoughts, hopes or wishes.” – from Prada