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PRADA Vincent Cassel SS23 campaign
Photography David Sims

Babe wake up, a new Prada daddy just dropped

Vincent Cassel is the star of Mrs P and Raf’s SS23 Touch of Crude campaign

This time last year – almost to the day – Miuccia Prada and Raf Simons sent an unconventional cohort of models down the catwalk. A kind of 2022 update on the house’s legendary AW12 show, when the likes of Willem Dafoe, Gary Oldman, and Adrien Brody all walked, Mrs P enlisted Pra-daddies in the form of Jeff Goldblum and Kyle MacLachlan to tread the runway for AW22. The internet, unsurprisingly, went wild, with videos of Goldblum’s sleazy, theatrical swagger being shared far and wide.

Though a whole season has passed since then, it seems like the Miuccia’s not giving up on the allure of the daddy just yet. This morning saw the latest Prada campaign land on social media, and standing alongside Letitia Wright, Guinevere van Seenus, and house fave Hunter Schafer was cult cinema fave, Vincent Cassel. In a series of photos shot by David Sims, the La Haine actor is seen perched on the edge of a bathtub in a slick black suit from Prada’s SS23 Touch of Crude collection. 

The Prada campaign comes just a few days after Saint Laurent dropped a series of films starring iconic directors David Cronenberg, Pedro Almodóvar, and Jim Jarmusch, as fashion continues to look towards models with a few more miles on the clock. With Prada and particularly Miuccia’s co-designer Raf Simons fully indoctrinated into the cult of youth, many questioned whether the house’s AW22 women’s show – which follows a month after the menswear show in February – would extend to feature mature female models. It did: historic Prada faves like Erin O’Connor, Elise Crombez, and Hannelore Knuts all made an appearance on the catwalk, modelling the season’s skimpy triangle-logo tank tops and overblown, fur-trimmed coats. 

As far as the Touch of Crude offering itself goes, Mrs. P and Raf were seemingly in a sloppy mood for SS23. In typical Prada style, everything in the collection was a bit ‘off’ – at the womenswear show, slip dresses and sheer pencil skirts were crumpled, like they’re been hastily picked up from a pile on the floor, the seams of suiting were skewed, and alarmingly, skinny trousers were back, while at the men’s outing in June, picnic blanket printed coats rubbed up against fetish-y leather flourishes and some seriously unnerving shitflicker boots. To find out where fashion’s capricious pendulum swings next, hit follow on Dazed Fashion now.