Prada introduces its FW25 campaign through a focus on physical momentum and visual fluidity. Photographer Oliver Hadlee Pearch captures a cast of talents in motion, including brand ambassador Kendall Jenner, as the frames shift without pause.
The campaign serves both menswear and womenswear, with styling that matches the rhythm of the visuals. Garments include wool jackets layered over light poplin shirts, paired with tailored miniskirts and distressed skirts. Materials interact through texture and weight, building contrast through construction. The collection’s footwear includes antiqued leather pumps that ground the looks without stiffening them.
Accessories take on a structured yet worn-in quality. The Enchaine leather bag carries a polished finish, while the Dada Nappa leather bag leans into softness. A new addition, the Explore Shoulder bag, arrives in brown suede with a plush texture that responds to movement.
The campaign brings attention to the concept of “pictures in motion.” Rather than pose the cast in formal stills, the team chose to document figures in the act of moving. Arms swing, jackets shift, and fabrics respond.
Director Frank Lebon adds another layer through a video component that continues the focus on physical energy. The camera follows the movement of clothing as it reacts to each shift in posture.
Prada constructs the entire release around intention and movement. The clothes do not anchor the models. Instead, the models bring life to the clothes through natural motion. This choice informs the texture of the campaign as a whole.
Kendall Jenner returns as the central figure in the women’s collection, her presence consistent but not controlling. She appears as part of the wider group, rather than as its center. Her movement matches the pace set by the others, reflecting the campaign’s focus on shared rhythm rather than spotlight.
The overall concept resists posed control and steps toward continuous action. Garments and accessories exist within a fluid structure, one shaped by how people move through space. Rather than control or contain, the campaign lets motion build each frame. The result presents Prada Fall Winter 2025 not as a frozen collection, but as one in use.
