Prada previews Spring Summer campaign

Steven Meisel’s new photo campaign for Prada creates a mood of “extreme simplicity,” says the luxury Italian fashion company, to highlight “the many facets of a woman’s complex personality.”

prada_spring_summer_2013Models for the shoot include Eva Herzigova, Vanessa Axente, and Amber Valletta. Valletta was the face of Calvin Klein’s Eternity fragrance, although she has starred in campaigns for Gucci, Versace, Elizabeth Arden, Fendi, and others.

Prada says that Meisel’s shoot channels the brand’s “new take on modern femininity.”

The collection for Prada’s womenswear, Spring/Summer 2013 includes a naive floral design as a recurring motif — a design that Prada proclaims is neither “girly” nor “ostentatious.” But, sometimes appearing in fluffy fabric, it’s certainly the former. Why deny it?

prada_spring_summer_2013_sungheeAt other times, the circular flowerhead is appliqued on to the front of a dress or the side of a bag, in a slight nod to Sixties’ Mod. Yet, the detail is somehow both to big and too small to actually work, and only seems to feel at home when the flower motif turns into a pattern that takes up sizable parts of the outfit. The slight industrial, angular cut of the outfits, juxtaposed by the ubiquitous flower, is certainly interesting, but the collection comes to life when Prada thinks bolder, with outfits more obviously inspired by the Japanese kimono or by Sixties kitsch — very different, but somehow the boldness is what makes both work well.

You can view the entire collection at TookLookBook.com.