Prada is happy to state that it is currently releasing its 2025 campaign, which is based on praising one of its legendary products, the Prada Galleria handbag, with the direction of Academy Award-winning filmmaker Yorgos Lanthimos and featuring popular actress Scarlett Johansson. The campaign, which is called Ritual Identities, represents a new, unexplored era in the continuous pursuit of the nature of fashion by Prada through the medium of contemporary cinema.

This year, after the success of the short film of the same name by Jonathan Glazer last year, the campaign follows the footsteps of Prada, redefining the Galleria (once again) through the distinctive imagination of some of the most acclaimed filmmakers across the world. Lanthimos has created a surreal and stratified storyline in Ritual Identities, whereby Johansson plays several roles, with each having a symbolic ritual in New York City. Prada Galleria handbag is a troop of companionship and a metamorphic talisman throughout the movie.

The Galleria will transform into a vessel of identity and transformation, noted Miuccia Prada, who is the Co-Creative Director of Prada, rather than simply a fashion accessory. This campaign challenges the view that the handbag is not only a symbol of style, but also a leading player in the enactment of life.

The images of whimsical dreams and mystery within the narrative of the film can be attributed to the usual cinematic style of Lanthimos, which can be traced to the success of his works like The Favourite and Poor Things. The role of Johansson brings a wealth of emotion and interest to the story, making this partnership a history of la mode and film.

Miuccia Prada and Raf Simons creatively directed the campaign, with Ferdinando Verderi serving as Creative Director. The Prada Galleria, initially launched in 2007 and formulated after the name of the Galleria Vittorio Emanuele II, the most ancient shopping mall in Milan, is reconceptualized in this campaign as a representation of fluidity, change, and ritual.