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Italian luxury fashion house Prada was founded in 1913; with that being said, it’s one with immense history behind it, as its name is almost synonymous with elegance. However, according to a statement from Prada today, the fashion house helmed by Miuccia Prada is re-imagining its fashion campaigns by “challenging convention and freed from creative boundaries.”

Dubbed the “365” campaign, the new take on Prada’s direction tells a story using multiple narratives meant to mimic reality, as opposed to using a singular story in a fantasy setting. As a result, we get a more natural, almost candid take on Prada’s wares, and definitely an interesting new view on the label’s stance.

Check out the image set in the gallery above, as well as a campaign clip underneath, and for more luxury fashion, take a look at Maison Margiela’s latest runner.

Words by Marcus Cho