Italian fashion house Prada is further traversing the fluid identities of La Femme et L’Homme fragrances in a virtual reality application.
Surrounding its new fragrance launch, La Femme Prada for women and L’Homme Prada for men, Prada developed a marketing concept that features multiple women and men, but who are shown to have interchangeable identities. The campaign works to show that La Femme Prada and L’Homme Prada characterize the Italian fashion house’s consumers into a bundle of total brand identity.
“Perfume advertising has always been intriguing because it revolves around persuading the consumer to purchase a fragrance without knowing what it smells like,” said Salome Sallehy, vice president corporate strategy at Plastic Mobile.
“This means that it is even more important to try and involve as many other senses as possible to make up for this shortcoming,” she said. “By introducing a virtual reality component to the campaign, Prada hopes to add another immersive experience that takes the consumer on a journey through textures, scenes, sounds and interactions.”
Ms. Sallehy is not affiliated with Prada, but agreed to comment as an industry expert. Prada fragrances are a license of Puig. Prada was reached for comment.
Pair of equals
Launched in September, La Femme Prada and L’Homme Prada are presented to consumers as a “pair of equals” with the scent serving as an “olfactory map” for true femininity and masculinity.
Prada’s video for the La Femme et L’Homme Prada line was shot by photographer Steven Meisel and explores “the fluidity of identity.” The campaign stars actresses Mia Wasikowska and Mia Goth as well as actors Ansel Elgort and Dane DeHaan.
Scenes show the four actors walking through a stark black background marked with doorways. The cast walks in and out of the doors, and upon doing so are no longer the same individual who walked through the doorway to begin with.
All four actors are always shown alone in the frame. By never showing the cast together, Prada is able to better express its interchangeable identity concept (see story).
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Source: Luxury Daily