The Prada Holiday 2025 campaign tells a winter’s tale. It is a story of a voyage through a pristine snowscape, a quest of rediscovery, and a return. The central image is a car journey through crystalline white trees, an emblem of the season that feels both timeless and cross-generational. It is a universal story of coming home.

The campaign has a cinematic scope, continuing a long tradition for Prada of drawing inspiration from film. Shot by Glen Luchford, the epic vision is brought to life by a cast of international talents: Maya Hawke, Damson Idris, Louis Partridge, Letitia Wright, and Li Xian. They appear as a group of friends, a chosen family on a trip together.

The campaign does not show a beginning or an end. Instead, it finds the characters in the middle of their excursion. In the campaign film, reality transforms into fantasy as a nighttime forest becomes miraculously illuminated. It frames the holiday season as a time for kinship, for sharing stories, and for moments of wonder.