No longer a "static, distanced image viewed through the lens of the page or the computer screen", the advertising ploy is a refreshing change in the industry inspiring shoppers to seek the beautiful on their very doorstep.
The campaign in question was shot by photographers, Drew Vickers and Keizo Kitajima, who the brand notes are famed for their "dichotomous yet equally powerful portrayals of personalities".
It seems a handful of the industry's most famous faces have already been busy scouring out the most fashionable spots too with Grace Coddington, Blondey and Louise Follain up for the challenge.
The project follows a busy period for the luxury brand which has announced a September 2020 London exhibition and forthcoming collaboration with Adidas in recent weeks.
In the meantime, you'll find us dashing across Europe on the hunt for peonies wrapped in Prada.
Further information on Prada's Resort 2020 campaign can be found over on the brand's website.
