With a nod to the upcoming Ramadan and Eid al-Fitr celebrations, the brand has created a nocturnal palette of contrasts that captures the shifting nature of time. Prada’s new imagery is nothing short of mesmerising, from vibrant shots that reflect various moments throughout the night to the continuous juxtaposition of indoor and outdoor spaces.

Prada chose Saudi model Amira Al Zuhair for the women’s collection, who exudes elegance and grace in every shot. The set design reflects the exclusive selection of women’s ready-to-wear and accessories, featuring a range of colours from sky blue to deep navy and black. The exquisite crystal embroidery on silk blouses is a testament to the brand’s commitment to craftsmanship. The Prada Galleria mini-bag and leather sandals add a touch of elegance to the collection.

Palestinian model Qaher Harhash was chosen as the face of the men’s collection, bringing in a captivating presence. For the men’s ready-to-wear items, lighter colours have been selected, with warm, earthy shades hinting at the glow of dawn that inevitably follows the night. This subtle shift in colour palette perfectly complements the overall mood of the campaign, showcasing Prada’s versatility and attention to detail.

The collection is available at Prada boutiques in GCC countries and online at prada.com.

Rand Al-Hadethi is an art, culture, and fashion writer who approaches all her creative endeavours with a penchant for storytelling. She explores the intersection of fashion, culture, and society and sheds light on talent and cultural movements across the Middle East and the world. Rand also publishes a bi-monthly themed substack newsletter called WebWeaver™. To reach Rand, email her at rand@khamsa5.com or follow her on social media @rundoozz.
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