Prada SS 2025: Liu Wen embodies the fashion ritual

Prada places Liu Wen at the heart of its new Spring-Summer 2025 campaign, where fashion becomes a ritual of transformation. Officially unveiled in January, the campaign unites Steven Meisel, Ferdinando Verderi and Nicolo Terraneo around a singular vision. This conceptual approach has already established itself as a turning point in contemporary luxury and is intriguing the fashion world in 2025.

A campaign with strong symbolism

Prada, co-directed by Miuccia Prada and Raf Simons, continues its exploration of clothing as a tool for identity metamorphosis. Steven Meisel’s images show Liu Wen in the solitude of an intimate, performative ritual. The official campaign confirms this desire to translate fashion into a universal language of transformation.

Launched in January 2025, it uses photography and film as complementary media. Liu Wen appears as a silent heroine, the embodiment of a contemporary feminine force. What makes the campaign so unique is that it is based on a single figure, unlike some of the company’s other collective projects.

Prada’s creative experience

Ferdinando Verderi’s creative direction asserts a bold vision: clothing acts as a catalyst for personal transformation. The film directed by Nicolo Terraneo reinforces this narrative approach, condensed into a 30-second sequence. Every gesture, every silhouette becomes a ritual passage in front of the camera.

This symbolic experience is in line with Prada’s tradition of anchoring its campaigns in existential metaphors. Unlike other Italian houses focused on immediate glamour, Prada emphasizes introspection and theatricality. This approach consolidates its status as an artistic authority in the luxury industry.

Liu Wen, incarnation of a contemporary myth

In choosing Liu Wen, Prada underlines the role of global icons in redefining standards. Since her international breakthrough, the model has embodied a universal modernity, making her mark on leading campaigns. Here, she doesn’t play a multiple role, but assumes an almost ritualistic function: that of transferring identity through fashion.

Our field observation confirms that Liu Wen’s performance in this campaign is closer to a conceptual staging than a simple shoot. The work on inner dualities, visible in the visual contrasts, illustrates the narrative power of Prada SS 2025. She becomes the central and exclusive subject of the aestheticized narrative.

“Fashion acts as a ritual of transformation, with each garment altering the perception of the self” – Ferdinando Verderi, Creative Director Prada

This vision consolidates an approach in which every element of the décor, from the coat to the look, becomes an instrument of passage. Prada distinguishes itself by linking it to ritual, rather than to a mere ephemeral aesthetic. The message is built to last and influence the house’s future creations.

Creative continuity since 2020

Since their collaboration began in 2020, Miuccia Prada and Raf Simons have been weaving a narrative built season after season. In 2025, their approach crystallizes around the idea of ritual, conferring a strong coherence to the brand. Their campaigns are characterized by this return to the notion of narrative, going beyond the simple clothing object.

The Prada Galleria, although not confirmed as the setting for the film, remains the silent icon of this ritual dimension. Its symbolic place illustrates Prada’s urban, cultural and ideological anchorage in the artistic field. Many insiders see it as a link between the countryside and the company’s material heritage.

“The countryside finds a heroic strength in the protagonist’s solitude” – Steven Meisel, photographer

Impact and outlook for 2025

In January 2025, the simultaneous publication of the video and photos reinforces the media impact. Prada addresses a global audience while introducing cultural reflection. This strategy blurs the boundaries between commercial communication and artistic performance.

This positioning consolidates Prada as a key player in the debate on the role of fashion. While other brands focus on the spectacular, Prada relies on intimate and lasting reflection. Internal industry discussions hail this intellectual audacity.

In Paris, the capital of Fashion Weeks, this campaign is already making an impact. It is part of a rich calendar, where media attention is also focused on events such as Paris Fashion Week on October 1. In this way, Prada ensures its continued presence in the stories of the international scene.

For the future, Prada is expected to extend this ritual dimension to other media and artistic formats. Professionals are also anticipating event activations and even exhibitions around the theme. The focus remains on the experience category and the cultural impact of these visual choices.