Grace Coddington sniffs a bespoke Prada bouquet for its latest campaign

In celebration of ‘the beauty of living, of reality, of today’, Prada launched its Resort 2020 campaign on Instagram earlier this week. With flowers taking the staring role, the Italian house intended to explore the precariousness of the every day.

Starring an array of models who each pose with a bunch of flowers, the bouquets are wrapped up in bespoke Prada paper, featuring images from previous campaigns, including black and white portraits shot by American photographer Drew Vickers and street style-like images by Keizo Kitajima.

Now, Prada has employed some of its favourites to star in the campaign in their home cities. Captured alongside the likes of skater and model Blondey McCoy and @museummammy, aka Dazed 100-er Kimberly Drew, fashion icon Grace Coddington is also on the line-up. Seen smelling a bouquet of flowers, her face half-immersed in the fashion paper, the former American Vogue creative director is captured outside a flower shop in New York.  

But it's not just Coddington and McCoy that are able to get in on the floral Prada action: a number of florists around the world are wrapping their bouquets in the label's bespoke paper in celebration of the release of the new campaign. Pick one up in Milan, New York, Shanghai, London, Moscow, Paris, and Tokyo. 

Take a look at the campaign above and Prada’s SS20 show below.