Why Wrap Flowers In Plain Paper When You Could Put Them In Prada?

Is there anything better than a fragrant bunch of fresh flowers? Here’s one suggestion; a fragrant bunch of fresh flowers wrapped not in brown paper, but in Prada. To mark the unveiling of its spring/summer 2020 resort campaign – and the collection’s arrival in stores – Prada has teamed up with selected florists around the globe for a special initiative.

From Thursday 14th November participating florists around the world, including Petals at Bibendum, Nikki Tibbles Wild at Heart and Kensington Flower Corner in London, will wrap customers’ dahlias and ranunculus in Prada-paper printed with chic shots from the resort campaign, for as long as stocks last. The shoot features the likes of Freja Beha Erichsen, Lexi Boling and Qun Ye toting their own blooms – also wrapped in blown-up images from the campaign. Very meta, Miuccia.

Prada selected two photographers to shoot the spring/summer 2020 resort campaign; New York-based Drew Vickers, and the Japanese photographer Keizo Kitajima, noted for his dynamic street photography from the 1970´s through to today.

Florists in New York, Moscow, Milan, Paris, Shanghai and Tokyo will also take part in Prada’s flower activation from 14th November, which will see an interactive landing page go live on the brand’s website and social platforms, where fashion fans can upload and share selfies snapped with their Prada-wrapped blooms.