Prada Takes Maya Hawke, Damson Idris, and More on a Magical Winter Journey for Holiday Campaign
A Magical Journey: For its holiday campaign, Prada invites a group of familiar faces on a winter journey through a snowy mountaintop landscape, an unexpectedly magical experience for the actors.
Prada ambassadors Maya Hawke, Damson Idris, Louis Partridge and Letitia Wright, all regulars in Prada campaigns, are portrayed by Glen Luchford as they navigate snowy hairpin turns in a vintage car surrounded by white woods.
They are joined by Chinese actor Li Xian, also a brand ambassador, who earlier this year appeared in editorial images for Prada's Qixi 2025 collection, marking his first time fronting an official advertising campaign here. The recipient of the 2024 China Television Directors Conference Actor of the Year Award, Xian is best known for his role in the 2019 hit series Go Go Squid!, as well as his more recent roles in the breakthrough shows Peony in Bloom and In the Name of the Flower.
According to the brand, the campaign, titled "A Winter's Tale," explores "winter archetypes," describing the journey to the mountains as "a universal experience, a story many know – home."
The candid photos show the group of friends looking out of their car windows while concentrating on driving or relaxing in the middle of a forest. Each car has a festive tree placed on its roof.
The cast sports apparel and accessories from the accompanying winter collection, which includes a collarless Loden wool blazer for men and a cotton drill dress with an embellished shirt collar for women, as well as the new Re-Nylon “Petit Sac Noir” evening bucket bag framed by leather handles, among other items.
A video flanking the image further explores the story, as the group is depicted driving through the mountains and stopping for a break when suddenly the headlights and dashboard of a white car begin to illuminate, unexpectedly igniting the fairy lights on all the surrounding trees. The video ends with a bird's-eye view of the illuminated forest.
The concept "celebrates the holidays as a time of kinship and sharing, stories and special encounters. Surprising," said Prada. As part of the campaign, individual short films dedicated to each protagonist will also be released, in which the talents share personal anecdotes and festive memories.
Prada is no stranger to whimsical holiday events. Last year, it explored the concept of a festive dinner, featuring a star-studded lineup like Hawke and Partridge alongside the brand's "Trick" robots, playful charms that could be slipped into bags or carried as keychains.
Over the years, Prada has tapped actors including Wright, Willem Dafoe, Ethan Hawke, Dane DeHaan and Ezra Miller, as well as Julia Garner, Shira Haas, Hunter Schafer, Jeff Goldblum, Rami Malek and Vincent Cassel, among others.
