Fashion is about imagination – newly created, constantly augmented and painstakingly crafted every day by the industry, with care and love. Yet the magic of the fashion industry is easily overlooked, forgotten – familiarity allows complacency.

A reminder of the purity of those dreams, of that magic, is the intention that guides this new Prada moving image campaign: a new character, Hunter Schafer, and a filmmaker, Xavier Dolan, are invited to examine the timeless Prada Galleria handbag with no preconceived expectations.

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Talent: Hunter Schafer

Director: Xavier Dolan

Creative Director: Ferdinando Verderi