Prada introduces Miranda July Hotline for fall 2024 campaign.
The campaign, titled “Now That We’re Here,” features contributions from American filmmaker, artist, and writer Miranda July, who was brought on board last month.
Images showcasing stars like Hunter Schafer, Letitia Wright, Damson Idris, Harris Dickinson, and Yili Ma will display the hotline number. These visuals will appear on billboards in major cities including New York, Milan, Los Angeles, London, and Bangkok starting Monday.
The campaign invites people to call the hotline, where they can engage with pre-recorded scripts voiced by July. The responses are generated based on the caller’s conversation and are randomly selected.
“From ironic advice to friendly chats and surreal scenarios, each interaction tells a unique story shaped by the caller’s engagement—creating a new form of dialogue,”
Prada explained in a statement.
“In July’s own words and voice, this hotline merges technology with analog gestures, offering a glimpse into the campaign itself and allowing the audience to ‘listen in’ on fragmented conversations.”
The campaign was photographed by Willy Vanderperre and creatively directed by Ferdinando Verderi.
Prada noted,
“The images of these interactions reference the fiction of various eras, narrative cinema, and the authenticity of documentary. Every Prada collection is a conversation, an interplay of contrasting opinions and viewpoints, both within the designs and in their relationship with the audience. Fashion is an exchange.”
