Never before has the interest in vintage become so evident. 2020 marked a potent nostalgia, increasing the rediscovery of the trends that exploded between the seventies, eighties, and nineties and arousing a palpable curiosity for the brand archives. Following this path, IDEA has decided to publish a new limited edition book (we are talking about a thousand copies), which contains some of Prada‘s most iconic campaigns made between 1996 and 1998. “When I look at those photos of Prada, I can perceive quite precisely how much the sector has changed since then. And then I always thought that for Miuccia art was more important than fashion”. These are the words of Glen Luchford, one of the best-known fashion photographers, as well as the creator of these spectacular shots.
For those unfamiliar with him, Glen Luchford is a British fashion photographer and director, born in 1968 in Brighton but moved first to London and then to California. He was one of the first photographers to collaborate with model Kate Moss. In 1997 he signed exclusively for Prada and had since carried out advertising campaigns for Yves Saint Laurent, Givenchy, Chloé, Lanvin, Calvin Klein, and Gucci. Luchford is arguably one of the most influential contemporary fashion photographers. It is no coincidence that his subjects were very often well-known actors or personalities. Among the volume pages, it is impossible to come across the famous photos of the Maison starring Joaquin Phoenix, Amber Valletta, and Willem Dafoe.
The campaigns have been collected by Ezra Petronio of Self Service Magazine, while a series of unpublished interviews are curated by Lou Stoppard.
You can buy this authentic piece of history online and in Dover Street Markets for 95 pounds.
