There is an unique power, a truth power coming through the way from the house of Prada. Spring/ Summer 2016 Menswear Advertising Campaign encapsulates this essence in a series of deceptively casual and relaxed portraits yet we have to say very cinematic kind of romance.
Giving shape to this spirit of post-modest masculinity are three of cinema's most promising talents: Tony-nominated Matthew Beard (The Imitation Game; Skylight; An Education), Billy Howle (The seagull; The Sense of an Ending; Cider with Rosie) and Logan Lerman (Indignation; Fury; The Perks of Being a Wallflower).
The images lensed by Craig McDean and took place in a New York nightclub, the actors are caught mid-transit framed against wildly textured and graphic walls.
Stark flashlight heightens their candid, all too human enagement with the camera. The ambience is reminiscent of club photography from the 1970s where the authenticity of emotions fused with film. Silhouettes appear paradoxically soft and spontaneous.
Together, the syntheis of bare non-confornism and Prad's ongoing obession with the industrial world produce a new tendency of use. This is a way how Prada interpretates todays' thinking and vulnerable vitality.