The Prada Galleria bag was first designed in 2007 and has since become an iconic piece in the world of Prada. Named after the brand's historic flagship store opened by Mario Prada in the Galleria Vittorio Emanuele II in 1913, this bag has been rethought, redesigned, and revitalized season after season, paradoxically becoming a reflection of contemporary fashion while remaining a staple wardrobe item.
A Striking Redesign
In 2024, the Prada Galleria bag has been reimagined both inside and out, introducing the Galleria Soft Grain bag to the classic line of the Italian house. The use of flexible calfskin exteriors and nappa leather linings gives the bag new flexibility. All hardware is gold-plated, and the collection features a range of warm neutral colors. This new design presents itself as a canvas for decorations that are intrinsically linked to Prada's identity.
The House's Renowned Expertise
Showcasing Prada's long-standing expertise in leather craftsmanship, the new Galleria is proposed with alternating three-dimensional floral decorations, all handcrafted. The bag's spaciousness allows these flowers to bloom, whether delicately wrapped rosebuds or fully grown anemones, reimagined as graphic elements by Prada's skilled artisans. These decorations are tied to Prada's ready-to-wear collections, featuring floral motifs that have been a staple for four decades.
Campaign Featuring Scarlett Johansson
To showcase the Prada Galleria handbag, the brand continues its partnership with actress Scarlett Johansson. The campaign is a celebration of technique, a tribute to the mechanism of work as the true driver of cinema and the actor's talent.
The still and moving images were captured by director Jonathan Glazer in New York City, portraying Johansson as an actress refining her craft while repeating phrases with different emotions and meanings. The film is abstract, surreal, and at its most cinematic. Yet, when Scarlett Johansson steps out of the studio, we leap from the screen to reality, albeit an ideal and fictional reality. For us, Johansson’s everyday tool is the Prada Galleria, seen here as a tool for life rather than a product, and an integral part of the daily wardrobe. Here, the Prada Galleria is showcased dynamically, embodying a fundamental aspect of a woman’s reality.