At Prada, leather goods are “a symbolic part of its history and future,” said the group’s chief executive officer Andrea Guerra last week, as the company reported that for the first time it generated quarterly sales of more than 1 billion euros. One of the most popular Prada bags has been the Galleria model, first conceived in 2007, has become a successful carryover signature bag, and has now again highlighted this design through a new impactful campaign fronted for the first time by Scarlett Johansson and art-directed by Venezuelan-American artist Alex Da Corte. An exclusive limited edition with vibrant color-block motif printed on distinctive Saffiano leather. Pop-inspired colors reflect in the kaleidoscopic universe. The Prada Galleria, its silhouette a canvas for an exploration of shades and patterns. Sleek and timeless with pure and simple lines, the Galleria bag revisits Prada's artisan heritage with a contemporary handmade design blending history and modernity.
Johansson was chosen for the campaign — which promotes eight special-edition colorways and geometric designs of the iconic handbag (now available online) — because of her transformative work playing roles across a range of identities and personalities, according to the house of Prada.