Prada’s Holiday 2025 campaign, A Winter’s Tale, unfolds like a cinematic dream – a voyage through untouched snowfields and crystalline forests that evokes both nostalgia and rediscovery. The story follows a timeless ritual: the journey home. Amid the serene whiteness, a car winds its way through the landscape, symbolizing a universal holiday experience shared across generations.

Directed and photographed by Glen Luchford, the campaign draws on Prada’s long-standing dialogue with cinema, bringing together a youthful and international cast – Maya Hawke, Damson Idris, Louis Partridge, Letitia Wright and Li Xian. Portrayed as close friends, they embark on an evocative road trip that feels both intimate and epic in scale.

Neither beginning nor end, the narrative captures moments suspended in time – where reality gives way to fantasy. As night falls, the forest glows with surreal light, transforming the ordinary into the extraordinary. Through accompanying short films, each star reflects on personal holiday memories, blurring the lines between fiction and life.

Ultimately, A Winter’s Tale is a celebration of kinship, storytelling, and the timeless wonder that defines the holiday season – all through Prada’s cinematic lens.

Creative Directors: Miuccia Prada and Raf Simons

Talent: Maya Hawke, Damson Idris, Louis Partridge, Letitia Wright, Li Xian

Photography and Direction: Glen Luchford

Campaign Creative Direction: Ferdinando Verderi