Prada and Miranda July are inviting us to participate in the most intellectual hotline ever. Encouraging us to speak into the receiver, we are prompted to consider the significance of objects and their role in shaping narratives, particularly the phone, a symbol of hope and promises. It serves as a conduit for our emotions, connecting us across the distance, a ritual transcending the physical and embracing the anticipation of technological response. This insightful thought resonated deeply with Prada. The Italian fashion house, known for its commitment to stepping back in a world consumed by digitalization, seeks to reconnect with the essence of human connection through tangible experiences and knowledge.
For their Fall/Winter 2024/2025 campaign, *Now That We Are Here*, Prada embraces a new approach to conversation, elevating intimacy through a fusion of familiarity and presence. The campaign transcends traditional visual and textual communication, collaborating with Miranda July, a renowned filmmaker, author, and feminist artist known for exploring the narrative potential of gestures. July believes that “what is saved is remembered. And what is remembered becomes history. And history creates reality.”
This collaboration between Prada and July has given birth to *Hotline*, a deceptively simple name that promises more than just a phone call. The campaign extends beyond the realm of imagery and encompasses real-world interactive experiences. Five carefully chosen cities—Milan, London, Los Angeles, New York, and Bangkok—will offer participants a chance to engage in a unique conversation with Miranda July, or rather, with a script she has meticulously crafted, personalized based on responses.
This interactive experience can be accessed remotely or directly from a phone booth in the heart of Milan, housed within the Prada boutique in Galleria Vittorio Emanuele II. What will Miranda July whisper into your ear? Expect a blend of wit, provocation, and everyday observations, delivered through a series of friendly or surreal advice, unfolding into a myriad of variations triggered by your responses. Just like a genuine conversation, the experience will generate a story driven by shared interaction.
The campaign embraces the power of technology while embracing a nostalgic yearning for the analog, adding a touch of playful gossip. It offers glimpses into the backstage world of the campaign’s characters—actors Hunter Schafer, Harris Dickinson, Letitia Wright, Damson Idris, and Yili Ma. Prada, true to its philosophy, emphasizes authentic human interaction. Every Prada collection is a dialogue, a interplay of contrasting opinions and perspectives, reflected both within the designs themselves and in the brand’s engagement with its audience. This engagement is further amplified through experiential events.
From September 18th to 20th, the Prada store in Milan will host an installation, open from 11am to 8pm. Participants will receive a unique experience, including personalized advice delivered through the hotline, along with a set of conversation cards (while supplies last) crafted by Miranda July for the Fall/Winter 2024/2025 campaign, and a complimentary voucher to visit the retrospective exhibition showcasing July’s work at the Osservatorio Fondazione Prada, valid until September 22nd, 2024.
This campaign, at its core, invites us to step back, embrace the beauty of conversation, and rediscover the power of human interaction in an increasingly digital world. It is a reminder that the essence of connection lies not just in the technology we use but in the authentic experiences we share.
