PRADA womenswear SS2012 ad campiagn are with a retro and nostalgia look. Bathed in sunlight. Fuelled by optimism. Girls and cars stop and stare at the future in this Technicolor mise-en-scéne of desire. 1950s hot rods and muscle cars with spiky rear fins and bodies emblazoned with flames reflect the design motifs in the collection. The iconographic language of Americana is re-drawn through more than half a century of pop and style culture.
The gas station is cast as a central symbol in this post-modern crossroads of new horizons and economic fulfilment, a stage set where fashion, fantasy and the promise of new discoveries collide. Through the lens of Steven Meisel, the consistently groundbreaking photographer of Prada’s campaigns, we see the models tower above us, the cars and modernist architecture set against an expanse of azure sky.
His low angle and rich coloration emphasise the power and positivism in the campaign and collection message. The diverse casting of models with distinct characters such as the blonde bombshell or the noir heroine creates a utopian celluloid narrative. A virtual collage of feminine film iconography unfolds in this hyper-real gas station fantasy.
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