Prada boasts a high level of brand awareness across all generations, but its popularity reaches its highest point by far amongst Gen Z luxury fashion owners, who also score highest in ownership share and brand loyalty. The purpose of this test shoot was to style a trio of Prada handbags in a way that speaks directly to this growing audience.

While a utilitarian bag has always been a staple in menswear, in the last few years there has been a growing trend toward styles that align with the contemporary cultural shifts around personal identity and gender-fluidity. Combining brightly saturated monochromatic looks with contrasting bags and placing them in a pedestrian setting of markets, parks, and city errands, the handbags transform from luxury items into functional, central necessities for a beautiful urban lifestyle. We take classic, structured Prada in a direction that feels alive and aspirational, while staying true to the brand.

Role: Creative Director & Stylist. Photography: Rachel Ziegler. Models: Luciano Chan, Jones, Maddie Beasely. Hair: Chrystal Cortez, Amber Soto. Makeup: Ali Guilatco. Styling Team & Co-Direction: Jackson Bowman, Judy Chan, Ali Guilatco.