Carey Mulligan’s Metamorphosis in #ActsLikePrada

Prada has always been synonymous with reinvention, and in its latest Spring/Summer 2025 campaign, #ActsLikePrada, this theme takes center stage through the mesmerizing transformation of Carey Mulligan. The acclaimed actress brings to life ten distinct personas, each representing a different narrative, vision, and emotion.

This campaign challenges the traditional notion of fashion as merely aesthetic. Instead, it presents clothing as a means of storytelling, where each outfit embodies a unique character with its own aspirations, mood, and identity. Mulligan seamlessly transitions from one protagonist to another, emphasizing the limitless possibilities of self-expression that fashion enables.

The Art of Fashion: A Collaboration Between Image and Literature

Fashion has long been intertwined with art, but Prada takes this concept a step further by merging photography, literature, and performance.

Captured through the lens of legendary photographer Steven Meisel, the campaign’s visuals are nothing short of cinematic. Meisel, known for his ability to turn fashion photography into timeless storytelling, crafts each portrait with meticulous attention to mood, lighting, and character. His mastery transforms simple images into complex narratives that draw viewers into a world of mystery and sophistication.

Accompanying these striking images is the work of renowned author Ottessa Moshfegh, whose words breathe life into the campaign’s characters. Prada has released an exclusive collection of short stories, "Ten Protagonists", written specifically for this project. Each story adds depth to the characters portrayed by Mulligan, blurring the lines between fashion, fiction, and reality. This bold move solidifies Prada’s reputation as a brand that continuously pushes the boundaries of artistic expression.

Bringing the Campaign to Life: A Hand-Painted Mural in New York

Beyond the confines of print and digital media, Prada takes its storytelling to the streets of New York City. A monumental, hand-painted mural on Park Avenue serves as a striking tribute to the campaign, showcasing one of Mulligan’s ten personas in grand scale.

New York has long been a hub for art, culture, and high fashion, making it the perfect setting for this immersive advertisement. The decision to hand-paint the mural, rather than use traditional printed billboards, adds a level of craftsmanship that mirrors the meticulous nature of Prada’s designs.

This mural is more than just an advertisement—it is a fusion of street art and high fashion, a public exhibition that transforms the urban landscape into a dynamic canvas. Pedestrians and commuters alike become part of the experience, engaging with the image in real-time, reinforcing the idea that fashion is not just to be worn but to be experienced.

The Power of Outdoor Advertising in High Fashion

Prada’s use of a large-scale mural in New York highlights the growing significance of outdoor advertising in the luxury fashion industry. While digital campaigns dominate modern marketing strategies, there is something uniquely powerful about physical, large-format advertisements that command attention in real-life spaces.

Hand-painted murals, in particular, evoke a sense of authenticity and artistry that resonates with audiences on a deeper level. Unlike digital ads that can be scrolled past in seconds, a massive mural demands time and attention, creating a lasting impression.

By opting for this medium, Prada successfully integrates fashion, storytelling, and public art, making the campaign not just a marketing initiative but a cultural statement. The mural, much like the collection itself, becomes an evolving narrative, inviting viewers to interpret, engage, and immerse themselves in the world of Prada.

A Collaboration of Creative Visionaries

Bringing this ambitious project to life required a collaboration between some of the most innovative minds in fashion, photography, literature, and advertising. The campaign was made possible through the efforts of Prada, @genevois_m, and @outfrontmediausa, each playing a crucial role in shaping this vision into reality.

• Prada, as always, leads with innovation, blending multiple art forms into a single, cohesive campaign that challenges traditional marketing.

• Steven Meisel provides the visual narrative, using his signature photographic style to capture the depth and complexity of each character.

• Ottessa Moshfegh offers a literary perspective, enriching the campaign with narratives that extend beyond the images.

• @outfrontmediausa ensures the mural reaches the public eye, transforming a city building into a work of art that commands attention.

Prada: Reinventing Fashion Through Art and Storytelling

Prada’s #ActsLikePrada campaign is more than just a seasonal fashion launch—it is a bold artistic statement. By blending fashion, literature, photography, and urban art, the brand once again proves that its impact goes far beyond clothing. Each new campaign is an opportunity to redefine the fashion landscape and inspire creative expression in new and unexpected ways.

Carey Mulligan’s ability to embody ten different characters showcases the endless possibilities of identity, reinvention, and self-expression. Prada invites us all to explore these possibilities, to see fashion not just as something we wear, but as something that tells a story—our story.

With this campaign, Prada continues to be at the forefront of fashion as an art form, reaffirming its position as a brand that is not only timeless but also constantly evolving, pushing boundaries, and setting new standards for creativity in the industry.

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