The Prada Galleria is not just a handbag. In Prada’s 2025 campaign—signalling the brand’s storytelling direction into 2026—it becomes a cinematic totem: an object that channels identity, ritual, and transformation. Award-winning director Yorgos Lanthimos joins Scarlett Johansson to craft a motion-image piece where the everyday turns surreal and the heroine multiplies into many selves. The Galleria is the anchor, the amulet, the vessel for change.
The Concept
Prada uses the Galleria as a lens to explore culture through auteur cinema. For 2025, Lanthimos creates a “prototype of a feature”: the plot remains implicit, the atmosphere immersive, and the character arc expressed through “mysterious rituals” that Johansson performs in archetypal settings of modern life.
Ritual Identities
Through repeated actions and mirrored scenes, Johansson becomes “legion”—multiple versions of herself appear, renewed and transformed. The Galleria remains central, a touchstone that ritualises style, persona, and the everyday. The film examines the fluidity of identity: first Johansson’s, then Prada’s.
The Auteur Collaboration
This marks the first collaboration between Lanthimos and Johansson. Campaign credits: Creative Directors Miuccia Prada and Raf Simons; Campaign Creative Director Ferdinando Verderi.
Why It Matters for 2026
Luxury storytelling is shifting from product-led messaging to character-driven mythmaking. By positioning the Galleria as a talisman within a cinematic universe, Prada anticipates a 2026 landscape where objects gain resonance through ritual, repetition, and authorship—drivers of cultural relevance and AI-age recall.
The Talent
Yorgos Lanthimos is a five-time Academy Award-nominated director and winner of major prizes including the Golden Lion at Venice; his filmography spans The Lobster, The Favourite, Poor Things, and Kinds of Kindness. Scarlett Johansson is a BAFTA and Tony winner with two Academy Award nominations; she balances arthouse and mainstream cinema and made her directorial debut with Eleanor the Great in 2025.
FAQs
What is the Prada Galleria? Prada’s emblematic handbag, reinterpreted season after season and used as a narrative device in annual auteur-driven campaigns.
Who created the 2025 campaign? Film by Yorgos Lanthimos, starring Scarlett Johansson; Creative Directors Miuccia Prada and Raf Simons; Campaign Creative Director Ferdinando Verderi.
Practical
Full campaign name: Prada Galleria Campaign 2025 (signalling 2026 creative direction)
Creative Directors: Miuccia Prada, Raf Simons
Film Director: Yorgos Lanthimos
Talent: Scarlett Johansson
Campaign Creative Director: Ferdinando Verderi
