Limited-edition book brings literary depth to luxury fashion campaign
Prada**'s_Spring-Summer 2025_"Acts Like Prada" campaign evolves into literature through acclaimed authorOttessa Moshfegh's pen, as she crafts ten distinct short stories for a limited-edition publication. The project, titled "Ten Protagonists," pairs Moshfegh's distinctive narrative voice withSteven Meisel's campaign photographs ofCarey Mulligan, with each story titled after a fictional character name Moshfegh creates for Mulligan's different campaign personas.**
The limited-edition publication expands each campaign image into a fully realized character study, with Moshfegh creating unique fictional personas that correspond to Mulligan's various embodiments of the_Prada_woman. The author, known for complex female characters in works like_My Year of Rest and Relaxation_and the Booker Prize-nominated_Eileen_, brings her sharp literary perspective to fashion storytelling.
This collaboration marks_Prada_'s latest exploration of narrative in fashion, following last season'sMiranda Julytelephone project. Under the creative direction ofFerdinando Verderi**, the initiative transforms traditional campaign imagery into a broader artistic dialogue, where fashion becomes a springboard for contemporary literature.**
The "Acts Like Prada" campaign sees the house's continued exploration of merging fashion with other creative disciplines. By commissioning Moshfegh, whose recent novel_Lapvona_topped the_New York Times_bestseller list,_Prada_reinforces its position as a cultural catalyst rather than simply a luxury fashion brand.
Each story in the collection serves as a literary portrait, adding psychological depth to the visual narrative of the campaign. This intersection of high fashion and contemporary literature creates a unique artifact that extends beyond the traditional boundaries of fashion marketing into the realm of collectible creative works.