Prada brings back the Galleria for 2025 with Scarlett Johansson, captured in a new film by director Yorgos Lanthimos.
Summary
- Prada introduces its 2025 Galleria campaign starring Scarlett Johansson.
- Directed by Yorgos Lanthimos, the film captures themes of identity and transformation.
- The Galleria bag is positioned as both a cinematic symbol and a signature design.
For Prada, the Galleria is never just a handbag. Each year, the house enlists a filmmaker to frame it anew, transforming the piece into something more than an accessory. In 2025, that vision comes from Yorgos Lanthimos, who directs Scarlett Johansson in a campaign that reads like a short film.
This is Johansson’s second outing for the Galleria after last year’s Jonathan Glazer project. The difference this time lies in Lanthimos’s distinctive lens. Known for his layered narratives and surreal atmospheres, he sets Johansson inside a series of enigmatic rituals where she becomes not one character, but many. Versions of her appear, multiply, and shift, as if the story refuses to settle on a single identity.
At the center of it all is the Galleria bag. It is not treated as an accessory but as a kind of anchor, a symbolic object that ties the fragments together. In Lanthimos’s world, the Galleria becomes a talisman, something that changes shape with the woman who carries it.
The campaign underscores what Prada has always suggested about the bag itself: it is designed to evolve. Season after season, it is reinterpreted, and in this film, that constant renewal becomes narrative. Johansson’s many selves mirror the transformations of the Galleria, making the campaign a study in fluidity, of persona as much as of design.
Creative direction comes from Miuccia Prada and Raf Simons, with Ferdinando Verderi overseeing the campaign. Johansson’s performance, paired with Lanthimos’s visual language, positions this year’s Galleria project less as an advertisement than as a piece of cinema with a handbag at its core.
