Scarlett Johansson X The New Prada Galleria: A Ritual of Reinvention
18 years as an icon. The newest 2025 campaign for the all-time favourite Prada Galleria bag, photographed by award-winning film director Yorgos Lanthimos, is everything that is right in fashion — and more.
First introduced in 2007, the bag — named after the historic boutique opened by Mario Prada in Milan’s Galleria Vittorio Emanuele II in 1913 — drew inspiration from the medicine bags of the 1950s. It has never ceased to hold its place in the bag hall of fame, thanks to its ever-reinventing quality: adjusting to the times, evolving alongside us, and becoming a reflection of ourselves. This is precisely what the 2025 campaign captures.
Ritual Identities is the title of the short film, starring renowned actress and global house ambassador Scarlett Johansson. Transforming the Galleria bag into a vessel, the film follows Johansson as she performs a series of estranged yet quirky rituals — from pouring “rainwater that drips from a non-blooming cherry tree, taller than one and a half metres” to adding “the ashes of a song score” (ideally about love or pain) into her Galleria bag. Each esoteric act leads the protagonist to clone herself, reinventing in the process while remaining evergreen.
Although the rites of proliferation may appear arbitrary, they are deliberately so — symbols rather than matter, metaphors for the fluidity of being. And just like that, the Prada Galleria, as its stellar lead, continues to embody reinvention: adapting to shifting tides, evolving with us, and prevailing eternal.
For more information, visit prada.com
Lead image courtesy of Instagram /@prada