Flowers not only represent beauty, but also symbolize eternal values such as love and care. They are also the protagonist of Prada’s 2023 Autumn/Winter advertising campaign. From September 14th to 16th, Prada will bring the Seed Project to selected flower shops around the world, planting blooming flowers everywhere.
The Seed Project, which lasts for three consecutive days, will be launched in cities such as Milan, London, Paris, New York, Dubai, Seoul, Hong Kong, Beijing, Shanghai, Chengdu, Guangzhou, and Tokyo. Marigold, daisy, and sunflower seed cans will be distributed in flower shops on the streets and in major shopping centers, with the hope of conveying messages of care and vitality through planting and cultivating flowers.
To achieve a “conversation with flowers,” Prada has enlisted renowned photographer Willy Vanderperre to shoot stills for the advertising campaign, with a screenplay concept by Pulitzer Prize-winning author Michael Cunningham. They have also invited Li Xian, Benedict Cumberbatch, Hunter Schafer, Kodi Smit-McPhee, and Letitia Wright to make appearances. These five international superstars interact with giant floral installations, reinterpreting flowers.
In addition, Prada has also launched a new design filter, where the 3D Prada floral images virtually bloom on the phone screen, allowing everyone to experience and share the beauty of flowers on Instagram, TikTok, Snapchat, and WeChat.
