The luxury fashion house Prada once again turns to its enduring Galleria bag, a design first released in 2007 that has quietly become a symbol of refined elegance in the brand’s lineup. This season, Prada pairs the bag with a fresh visual narrative by enlisting the talent and star power of Scarlett Johansson, highlighting the accessory through a new campaign that fuses fashion, art, and storytelling in a way that feels distinctly contemporary. The campaign marks a significant moment as Johansson takes on a role that brings the Galleria to life in a setting that mirrors Prada’s long-standing devotion to craftsmanship and modern chic. The project is directed by Alex Da Corte, a Venezuelan-American artist whose multimedia approach lends the imagery a layered, almost cinematic texture that invites viewers to see the bag not just as an object but as part of a larger artistic dialogue. (Prada press materials)
The Galleria bag has evolved beyond its original purpose as a simple accessory. Over the years it has grown into a signature piece for Prada, cherished for its clean lines, balanced proportions, and versatility. The 2007 design remains a touchstone for the house, frequently revisited in campaigns that emphasize its timeless elegance while inviting new audiences to discover its versatility in daily life, travel, and social occasions. In this campaign, the bag is treated as a central character within a broader visual narrative that mirrors the brand’s love of precise detailing and quiet luxury. (Prada historical notes)
Johansson brings a dynamic energy to the storyline, a combination of poise and expressive spontaneity that aligns with the visual language Prada uses to present its accessories. In interviews about the collaboration, the star speaks to the multifaceted nature of modern celebrity and how an icon can evolve while remaining recognizable. The campaign uses Johansson to explore changes in persona, reflecting both the wearer and the bag’s potential for different stylistic expressions. This approach resonates with audiences who value authenticity and versatility in fashion. (Industry commentary)
Director Alex Da Corte describes the collaboration as an opportunity to blend fashion with an intimate, multimedia exploration of identity. He notes Johansson’s capacity to inhabit distinct personas, a trait that pairs well with Prada’s heritage of innovative presentation. Da Corte’s work often fuses sculpture, performance, and narrative, and his collaboration with Prada allows the Galleria to appear in a new light—one that invites reflection on self-image, fashion, and the ways accessories frame personal style. The result is a campaign that feels both gallery-ready and relatable to everyday life. (Artist statements)
Observers familiar with Johansson’s career will see a thread connecting past and present. The campaign reframes the actress not merely as a fashion icon but as a storyteller who can carry a visual concept across multiple scenes and moods. This mirrors Prada’s own evolution as a house that values experimentation while maintaining a clear thread of sophistication. The pairing with Da Corte’s imaginative lens creates images that are at once glossy and intimate, inviting viewers to study textures, light, and the careful construction of each shot. (Analytical reviews)
While the fashion world awaits the next chapter in this collaboration, the current campaign stands as a testament to how luxury brands can refresh a long-standing accessory by placing it at the center of a contemporary art-infused narrative. The Galleria bag remains a reliable staple, its design offering enough restraint to let personal style shine while providing enough structure to complement a variety of outfits. Johansson’s portrayal adds a layer of modernity, making the bag feel current without losing the grace that has defined Prada for decades. (Brand communications)
In sum, the Prada Galleria campaign with Scarlett Johansson and director Alex Da Corte exemplifies how fashion and art can intersect to produce compelling, evergreen imagery. It reinforces the idea that a bag can be more than a carry item; it can be a lens through which style, identity, and craft are explored and celebrated. The collaboration underscores Prada’s continuing commitment to elevating classic pieces through innovative storytelling and high-caliber creative partnerships. (Industry insights)