For Holiday 2025, Prada turns the season into a cinematic winter journey — a drive through snow and memory, captured in “A Winter’s Tale”, its new campaign about returning to the people who know you best.
Prada Holiday 2025 campaign, “A Winter’s Tale” — a cinematic winter drive through crystalline snow, captured by Glen Luchford. Images courtesy of Prada.The Road Back
The story is almost disarmingly simple. A car moves through a pristine, snow-covered landscape; the trees outside are bright and crystalline, the light soft enough to feel remembered rather than seen for the first time. Inside, a small group shares that particular silence you only get with people you know well.
For its Holiday 2025 campaign, titled “A Winter’s Tale”, Prada frames the season as an archetype: the winter drive home. Not airport chaos, not party entrances, but the stretch of road in between — the moment when work is behind you, arrival is ahead, and you exist in a suspended pocket of time.
Filmed and photographed by Glen Luchford, the campaign stars Maya Hawke, Damson Idris, Louis Partridge, Letitia Wright and Li Xian as a kind of chosen family on the road together — a cast that feels deliberately cross-generational, mirroring the way holidays actually gather people around the same table.
Clothes for Real Moments, Not Just Pictures
On paper, this is a holiday campaign. On screen, it looks like a realistic winter wardrobe that just happens to be Prada. Long wool coats that carry weight without stiffness, knitwear that feels genuinely warm, tailoring that still works when someone is slouched in the back seat rather than standing under show lights.
Accessories are present but never forced. Bags rest on knees or between seats, worn the way people actually carry them when they travel. Footwear is built for snow and pavement, not just red carpets, and the styling stays close to how you would really get dressed when you’re heading from city streets to a family living room.
The palette stays within Prada’s winter register: deep navy, black, off-white, quiet metallics and polished leather that catch the light without turning the frame into a festive cliché. It’s holiday dressing for people who still have luggage in the trunk and a long playlist to finish before they ring the doorbell.
Holiday clothes in motion: wool coats, knitwear and leather accessories shown in real travel moments, not staged party scenes. Images courtesy of Prada.A Campaign That Matches How We Travel Now
Released in late October and rolling across the season, “A Winter’s Tale” lands in a very 2025 state of mind. People travel more often, but for shorter stretches. They move between cities, families and found families, switching from work to home and back again in the space of a few days. The campaign doesn’t offer an escape from that rhythm; it recognises it, then edits it with better coats.
The narrative refuses a clear beginning or end. We meet this group in the middle of their journey, halfway between departure and arrival. In the accompanying film, the forest lights up at night, reality tilts into something slightly magical, and the line between cinema and memory starts to blur — just enough to feel like a holiday story without disconnecting from real life.
The result is luxury positioned not as distance from reality, but as a way of moving through it more deliberately: warmer, better dressed, a little more aware of the people in the car with you.
The Suite Journal Take
As a piece of communication, Prada Holiday 2025 is precise. One clear narrative — the road home. A cast that feels familiar without being predictable. A wardrobe that could genuinely live in your suitcase this winter, not just in campaign stills.
It doesn’t try to reinvent the holidays. It suggests that the most luxurious part of the season might already be there: the quiet stretch of time between where you’ve been and where you’re going, shared with the right people, in clothes that will still make sense in January.
