Convey the new concept behind the campaign, “Feels like Prada”, during Milan Fashion week, by pairing the brand with familiar everyday moments – such as buying bread – and inviting people to experience the emotional side of Prada.
33 bread bakeries in Milan, Rome and Florence were transformed by the Prada look, becoming animated with iconic symbols: bread bags, napkins, and paper sacks were decorated with the unmistakable geometric shapes and graphic motifs from the Prada Fall/Winter 2021 collection.
This unique campaign successfully provided high-quality moments of pleasure, based on the emotions felt through the little things: the touch of a hand, a fabric’s softness, a fragrance, the deliciousness of good bread.