Entitled Industreality, Prada‘s Pre-Fall18 advertising campaign is set in a fantasy factory of sorts, which provides a vivid technicolour backdrop. Though seemingly random at first, this fictitious factory set of the “Prada Warehouse” serves the purpose of highlighting the concept of the “manufactured”, i.e. the created and the creative; the imagined and the imaginary; to make and to make-believe.

Shot by Willy Vanderperre, the campaign stars models Kris Grikaite, Fran Summers, and Anok Yai.

Seeing as this is supposed to be “a window into a different incarnation of the Prada woman”, the campaign is at once futuristic, and retro (the return of nylon bags!) at the same time. I, for one, couldn’t be happier about the return of Prada’s nylon bags because they’re super lightweight, and with my current back issues, it’s something I could really use right now! 🙂

Images courtesy of Prada