Glen Luchford directs a cinematic journey through snow and memory for Prada’s new Holiday 2025 story.
Summary
- Maya Hawke, Damson Idris, Louis Partridge, Letitia Wright, and Li Xian star in a story of return and kinship.
- Glen Luchford directs under the creative vision of Miuccia Prada and Raf Simons.
- The campaign turns a drive through winter into a reflection on connection and shared ritual.
The Prada Holiday 2025 campaign unfolds like a film built on memory and movement. Set against a snow-covered forest, a group of friends travel together through the stillness of winter. Their journey becomes a story of return, a reminder of what it means to come home.
Photographed and directed by Glen Luchford, the campaign brings together Maya Hawke, Damson Idris, Louis Partridge, Letitia Wright, and Li Xian. They appear not as models but as a chosen family, framed in moments of motion and pause. The tone feels cinematic yet unforced, every frame carrying a quiet sense of intimacy.
The film’s rhythm moves between light and dark, with snow and headlights transforming the landscape into something near dreamlike. Between these scenes, each actor shares personal reflections on the holidays, creating a layered narrative that drifts between memory and imagination.
Miuccia Prada and Raf Simons, with campaign creative director Ferdinando Verderi, focus on feeling rather than formality. The result is a portrait of connection that feels human, modern, and distinctly Prada.
The full campaign and film are now available on Prada’s official platforms, accompanied by behind-the-scenes interviews and full-length film clips.
