When Willy Vanderperre was unveiled as Miuccia Prada's latest photographer, he was cast with the actress Jessica Chastain.

When a luxury spirits industry client tasked us with exploring brand strategy, they requested that we dive into creative ideas and trends from the fashion world. In a previous article, we highlighted Mario Testino's work with Michael Kors. During our research, we also came across another renowned fashion photographer, Willy Vanderperre, who has collaborated with luxury brand Prada and Inditex, the global powerhouse behind Zara.

Miuccia Prada, co-chief executive officer and creative director of Prada, has crafted a legacy with the Italian fashion label. She is also the founder of its subsidiary, Miu Miu, a brand that has established itself as a fashion force, showing its collections in Paris. The name "Miu Miu" comes from Miuccia’s own nickname, further emphasizing the personal touch she brings to her work.

When Willy Vanderperre was chosen as the latest photographer for Miuccia Prada’s campaigns, he worked alongside actress Jessica Chastain, who became the face of Prada’s Resort 2017 campaign. In a series of cinematic images, Chastain is depicted traveling through the streets of Milan, capturing the city’s essence.

Prada’s brand strategy departs from the traditional single-story campaign, embracing multiple narratives that reflect a constantly shifting, multi-dimensional world. Instead of adhering to one corporate story, Prada presents a tapestry of ideas.

The Spring/Summer 2017 campaign exemplifies this approach, featuring five distinct visual identities—Prada Realities: Pathways, Frontiers, Stations, Exits, and Terrains. Models like Saskia de Brauw, Nimue Smit, Jing Wen, and Amanda Murphy were among those cast, each set in varied locations and themes.

Through Vanderperre’s lens, Prada breaks through the creative clutter of fashion advertising with four key elements: Prada’s unique fashion, Jessica Chastain’s star power, a striking blend of black-and-white and color photography, and the backdrop of Milan. This collaboration marks a new direction for the iconic Italian brand, driven by the Belgium-born photographer’s fresh perspective.

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