Prada has revealed its full SS15 campaign a few weeks after teasing the ads with a first image of comeback queen Gemma Ward. Fellow Australian catwalk queen Julia Nobis has also been selected by Miuccia Prada for the campaign, along with Ine Neef, who was last seen in Prada's resort campaign.
The campaign was shot in New York by Steven Meisel, with each model occupying what Prada deems "seemingly contradictory states". Ward is pictured in stern black-and-white, staring down the lens of the camera. In one image, Nobis is sprawled across an opulent jacquard bed; in another, Neef casts a sideways glance at viewers, hands folded primly over her handbag.
"Can a woman exude confidence yet be relaxed; appear uninhibited and carefree, yet remain in control?" asks a release from Prada. "Gemma Ward, Julia Nobis and Ine Neefs take centre stage. They are all portrayed in a different mood: stoic, psychedelic and intimate. A black and white studio shot is strong and defiant. A graffiti pastel backdrop channels movement and a youthful attitude. Then we’re drawn in close, into a seductive bedroom scene. These diverse settings, contrasting moods and seemingly disconnected narratives form a dynamic backdrop for the spring/summer collection."
The campaign signals the continuation of Gemma Ward's return to fashion. After a six-year hiatus, the doll-faced Aussie model surprised everyone by opening Prada's runway show, sending us all into a #TBT frenzy and heralding the catwalk return of several other cult models – including Amber Valletta for Lanvin SS15 and "retired" model Kirsten Owen for Rick Owens, Rochas and Lanvin.