Prada - Circular Luxury Campaign
University Project | Communication Strategy & Campaign Design
Brief
Redesign the communication campaign for a luxury brand so that circular principles are embedded into the brand without breaking its DNA.
Our team chose Prada.
Understanding Prada’s DNA
Before building the campaign, we analysed what defines Prada:
Experimental but intentional
Minimalist silhouettes with bold innovation
Re-Nylon as a pioneer material
Sustainability embedded in creativity
Culture, people and craftsmanship at the core
The goal was not to “make Prada sustainable” -
it was to reveal sustainability already existing within the brand.
Campaign Concept
From the Ocean, to the Ocean
A summer beach collection crafted from Prada Re-Nylon, made using ECONYL regenerated from discarded fishing nets and ocean waste.
The campaign frames circularity as effortless, elevated and inherently Prada - not trend-driven.
Theme: Italian summer on the Amalfi Coast
Mood: Sun-washed, quietly luxurious, coastal elegance
Narrative: What is taken from the ocean is returned to it - thoughtfully, infinitely.
Message
Luxury and circularity can coexist.
Sustainability becomes a design language, not a marketing add-on.
From the ocean, to the ocean.
Circular Features
We introduced tangible circular practices consumers could participate in:
Re-Nylon using ECONYL
– regenerative, infinitely recyclableGive-Back Scheme
Customers return worn Re-Nylon pieces to be remade into future collections.
This shifts sustainability from storytelling into behaviour.
Digital Ecosystem
To bring the campaign to life, we designed multi-touchpoint communication:
Social media storytelling
Website editorial / collection story integration
Virtual brand experience connecting ocean → material → product
Why This Campaign Works
✔ Protects Prada’s DNA
✔ Makes sustainability aspirational, not preachy
✔ Invites consumers into circular behaviour
✔ Bridges fashion, culture and responsibility
✔ Looks and feels like Prada - not activism
My Contribution
Within the group, I focused on:
Campaign storytelling and positioning
Visual mood and concept direction
Linking circularity with brand values
Structuring the narrative across digital touchpoints