Flowers, with their delicate yet resilient nature, ephemeral yet timeless beauty, take center stage in a series of unique initiatives unveiled by Prada in select global cities from September 14th to 16th, 2023.

During these three days, exclusive Prada packages containing marigold, daisy, and sunflower seeds – ready to blossom – will be available, while supplies last, at flower kiosks located along city streets and within prominent shopping destinations in Milan, London, Paris, New York, Dubai, Seoul, Hong Kong, Beijing, Shanghai, Chengdu, Guangzhou, Qinhuangdao, and Tokyo.

Courtesy of Prada
Courtesy of Prada
Courtesy of Prada

This activation extends the aesthetic and symbolic essence of the Prada Fall/Winter 2023 menswear and womenswear campaign by literally using the act of planting and propagation to disseminate new blooms worldwide. It transforms abstract emotions into tangible forms.

In the campaign imagery, a surreal and enchanting sequence of impossible conversations between flowers and notable figures, captured by the acclaimed photographer Willy Vanderperre and inspired by a script from Pulitzer Prize-winning author Michael Cunningham, comes to life. These visuals feature five global luminaries – Benedict Cumberbatch, Hunter Schafer, Kodi Smit-McPhee, Letitia Wright, and Li Xian – engaging in dialogues with extraordinary oversized floral creations.

These larger-than-life blooms represent a unique reimagining of flowers on a human scale, embodying timeless and universal values of beauty, care, and love.

So, whether you find yourself admiring the larger-than-life floral creations on city streets or enhancing your digital photos with virtual blooms, Prada’s “In Conversation with a Flower” campaign encourages us all to take a moment to appreciate the beauty that surrounds us, both in the natural world and in the artistic expressions of human creativity. In this dialogue between fashion and nature, we discover that beauty truly knows no bounds and can be a source of inspiration for us all.

Discover more on the campaign on