Prada’s Spring/Summer 2025 campaign takes an unexpected turn into literature with Ten Protagonists, a limited-edition book of short stories by acclaimed American author Ottessa Moshfegh. Blurring the lines between fashion and fiction, the project expands on Prada’s vision of individuality, a core theme of the collection designed by Miuccia Prada and Raf Simons.
Carey Mulligan, the face of the campaign, embodies ten distinct personas, each brought to life through Moshfegh’s narratives. The stories delve into the inner worlds of characters like Patricia, a corporate translator drawn to friction, and Alina, a programmer fascinated by digital glitches. Each protagonist is defined not just by personality but also by the transformative power of fashion—an ethos central to Prada.
Shot by Steven Meisel, the campaign images serve as visual anchors for Moshfegh’s storytelling, adding psychological depth to each look. Prada’s creative director, Ferdinando Verderi, describes the project as a fusion of contemporary literature and high fashion, pushing the boundaries of traditional campaign narratives.
Moshfegh, known for her provocative female characters in My Year of Rest and Relaxation and Eileen, seamlessly translates her literary sensibilities into Prada’s world. With a long-standing connection to fashion—writing show notes for Proenza Schouler and even walking the runway for Maryam Nassir Zadeh—her collaboration with Prada feels like a natural evolution.
Ten Protagonists will be launched at select Prada boutiques in Tokyo, Milan, Paris, and London, starting in February 2025. This literary extension of the campaign offers a collectible piece of fashion history—one where words and images merge to redefine the art of dressing.
PRADA S/S 2025
Photography by STEVEN MEISEL
