Prada has launched Prada Skin and Prada Color, skin care and make-up lines taking the famed fashion brand into new categories.
Prada had already extended its brand into fragrances with a licence to L’Oréal, and it is the French giant that launches the new brand extensions today.
The campaign is entitled Rethinking Beauty. The début skin care range is called Augmented Skin, founded on the idea that the skin can ‘renew, regenerate, and reinforce itself.’ Prada Color, meanwhile, has what the company calls an ‘eclectic curation of colours and textures’ as a means of self-expression. The two lines show contrasts of minimalism and maximalism, sophistication and playfulness, and simplicity and versatility, says the company.
Tim Elkaim photographed and directed the campaign. César nominee Benoît Delhomme (Artemisia) served as the director of photography, with Lynsey Alexander the global creative make-up artist, and Inès Alpha the global creative e-make-up artist. Tomorrow Bureau was the 3D studio.
Lucas El Bali, Selena Forrest, Dara Gueye, Greta Hofer, Chenyin Qi, and Guinevere van Seenus modelled in the campaign.