Prada’s new resort campaign is so down to earth it’s literally a bunch of flowers. By way of wrapping blooms in papers printed with collection imagery, and placing them in IRL flower stands around the world, the house aimed to celebrate “the beauty of living, of reality, of today,” and hoped to really integrate the campaign into everyday life — something more meaningful than static billboards or magazine pages, “as something to be experienced, to be lived.”
London, Milan, Moscow, New York, Paris, Shanghai and Tokyo all received drops at unexpected and relatively unknown florists. If your local was left out — do not stress. Prada has developed a digital bouquet, allowing you to join the ranks of Freja Beha Erichsen, Lexi Boling, Xiao Wen Ju, and the rest of the Prada girls, and share the sweet-scented love.
Just follow this link, choose your bloom, your fave Prada bag ofc, snap a lil selfie and voila. File under #PradaSeditiousSimplicity and let your digi bouquet live forever.