Prada's passed over more exotic settings and shot its new spring 2012 advertising campaign at a humble gas station.
Photographer Steven Meisel makes even this ordinary location look glamorous, with a little help from a mob of models. Meghan Collison, Natasha Poly, Ymre Stiekema, Elise Crombez, and Katryn Kruger are all transformed into vintage pin-up girls in this retro themed ad series.
Prada says it selected the unlikely gas station locale because it sees the setting as a "central symbol in this post-modern crossroads of new horizons and economic fulfillment, a stage set where fashion, fantasy, and the promise of new discoveries collide." I don’t think I'll ever see the spots in quite the same way again!
Steven Meisel's low camera angle is also really interesting. There are no accidents in the world of fashion photography though. Prada explains that it heightens the "power and positivism" of the advertisement, and indeed the entire spring collection.
I love the color of this campaign, which seems perfect for the warmer weather approaching. The retro styling also seems really fresh. I'm not sure I'd be brave enough to pair that printed clutch with such a busy ensemble, but I'm just imagining how it'd look with my favorite little black dress.
What do you think of Prada's latest advertising effort?
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