Italian luxury fashion brand Prada has launched a new global campaign тιтled “The Glᴀss Age” starring internationally acclaimed actor Scarlett Johansson and its Prada Galleria handbag.

The Prada Galleria handbag, central to Prada’s idenтιтy, is celebrated alongside the actor, and is reimagined and designed by Venezuelan-American artist Alex Da Corte. Da Corte’s works span a range of media-video, performance, installation, painting, sculpture. This campaign marks his first work in the fashion realm.

According to a statement by the fashion house, Johansson was chosen as she embodies the values Prada strives to communicate across with this campaign and also that she is globally recognised for the “precision and pᴀssion” of her craft- her “innate ability to transform and embody multiple personae, different idenтιтy and ideals.”

“In essence, she is herself a reflection, a refraction – interpreting and embodying another individual, bringing her own inherent qualities to her depiction,” it said.

Don’t miss: Ferragamo appoints K-pop star Jeno Lee as first global male ambᴀssador

The concept behind “The Glᴀss Age” campaign is embodied through Johansson, where she is transformed and recontextualised through colour by Da Corte.

In the campaign, Johansson transforms constantly, framed and reframed by a sublimation of the everyday, translated into pure color, said Prada. “Color is innately synched to emotion, universally evocative of feelings. And similarly recollective of collective experience and memories, there are shadows of poses, atтιтudes and situations we recognize – and, in turn, Johansson’s own global fame is reflected, enhanced and resonant in these images,” it continued.

In the campaign, as Johannson is transformed and recontextualized through color, so is the Prada Galleria, its silhouette a canvas for an exploration of shades and patterns. Here, the Galleria itself serves as a unique mirror, of the transformed world that surrounds it, it said.

Luxury brands have been amping up efforts to market their new products to consumers worldwide through partnerships with well-known celebrities. Just this May, luxury fashion brand Ferragamo has revealed K-pop star Jeno Lee as its first global male ambᴀssador, according to the brand which announced the news on its Instagram page.

As part of the collaboration, Lee, who is part of the Korean group NCT, modeled looks from the fashion house’s pre-fall 2023 look which he was also pH๏τographed in.

The partnership “seals the relationship between Ferragamo and Lee, who started building ties prior to this announcement,” said Ferragamo in its statement.

Louis Vuitton also recently named Zendaya as its newest brand ambᴀssador with the launch of the iconic Capucines collection.

According to the video teasers on LV’s Instagram, the brand said it picked Zendaya as its house ambᴀssador as she embodies the audacious spirit of the maison, exuding a bold, feminine allure in the LV Capucines campaign. Her spirit also aligns with the Capucines collection, which symbolises the quintessence of Louis Vuitton crafted with a blend of elegance, versatility, and savoir-faire.