PRADA PLAYS

Have you seen Prada latest short film ‘A Therapy‘ directed by Roman Polanski, which was premiered at the 2012 Cannes Film Festival? I’ve been watching it every day since it’s release. And must admit that it plays with the modern viewer on many levels, without loosing it’s style. And not to mention always working and attention grabbing classical movie frame and wonderful cast of three: Ben Kingsley, Helena Bonham Carter and the Prada Coat.

THE THEME

Polanski uses as the main narrative the Sigmund Freud element. By element I mean here taking up the whole knowledge about Mr Freud and assuming that almost everyone knows who Sigmund Freud was and many are familiar with Freudian heritage. So the Freud’s
element, the therapy session, is the main narrative of this short film. By reconstructing the famous room of Sigmund Freud, with a better positioning of furniture, and added technology (laptop on doctor’s table), and the usage of rich (probably Jewish) and lonely female character, Polanski creates recognizable and simply understandable scene to, I assume, all of the Prada brand wearers and lovers. Associating the brand with popular science, spicing it a bit with academia, contradictional and definitely sexy psychoanalysis, the loneliness – so actual in contemporary individualistic society, unknown and tricky subconscious, and mature desires. Presenting it all in retro styled sauce.

THE MESSAGE

The cherry on top. Film starts to culminate when the background music starts to play and doctor recognizes his patient’s coat, this seductive lavender fur coat, while dynamic camera movement dramaticizes the whole scene. And here, Polanski presents smartly the
Prada-item, using all communication levels, simply and smartly:
On the visual level – the item is beautiful and captures doctor’s gaze.
On the kinesthetic level – it is a pure joy for a doctor’s to touch the coat.
On the fragrant level – doctor also enjoys the smell of collar. And by the end:

“Prada Suits Everyone!”

Message constructed following today’s trend of unisex clothing, girlfriend-boyfriend jeans,
androgynous bodies… Prada takes it all to the whole another level, always with the classy
tone. No matter the age and gender, no matter the problems – Prada is such a noble clothing
brand, that it just simply suits everyone.

 

By the way… Sorry, by the PRADA – it will heal all your problems, suit and satisfy your needs.

 

Written by Julia Ahtijainen