Prada flaunts untouchable image in Polanski film

Prada's A Therapy film

Italian fashion label Prada is presenting “A Therapy,” a short film starring Helena Bonham Carter and Ben Kingsley that demonstrates how the brand’s items are recognizable and coveted by everyone.

The film was directed and co-written by French-Polish film director Roman Polanski and premiered at the 73rd Cannes International Film Festival May 21 before a showing of a restored version of his 1979 film called “Tess.” A purple Prada fur jacket is the centerpiece of the film and, by showing a man fixated on a woman’s item, the label is pushing its idea that “Prada suits everyone.”

“I think the label created something unique, which is exactly what it intended to do,” said Mathew Evins, chairman of Evins, New York. “Prada is not known for creating the ordinary – it is known for creating the extraordinary.

“Most brands take themselves too seriously and would not have the courage to do something like this,” he said. “I applaud Prada for having the courage and vision to put this together.

“I also think Prada wanted to integrate fashion, art and lifestyle without commercializing it and that is exactly what they did by showing the brand not just as a fashion object but an object of desire, even if it is in a somewhat unorthodox way.”

Mr. Evins is not affiliated with Prada, but agreed to comment as an industry expert.

Prada declined comment.

Doctor’s orders
A Therapy stars Ms. Carter as a wealthy patient of Mr. Kingsley’s, a well-dressed psychiatrist.

The film’s screenplay was written by Ronald Harwood and Mr. Polanski, who also casted the film.

Mr. Kingsley sits writing at a large wooden desk when a patient buzzes to come in. He opens the door to find the patient, Ms. Carter, in black sunglasses and a purple fur coat with a light gray collar.

The patient shows herself in as he hangs up her coat, kicks off her black Prada heels and dramatically lays down on the sofa. She is wearing a double string of pearls, a purple blouse, a red skirt and heavy makeup.

Ms. Carter’s Prada heels 

Without being prompted, Ms. Carter’s character begins talking about a dream that she had in which she was alone in an arena. A rock band was playing, yet she could not hear the music.

The patient analyzes the dream herself and says that it signifies that she is lonely. The psychiatrist has not said a word, but has focused his attention on the purple Prada jacket hanging by the door.

Mr. Kingsley slowly rises from his chair that is positioned behind the couch so Ms. Carter cannot see him. He walks silently toward the door as the patient talks to herself.

Then, he picks up the coat and presses it to his body while looking in a full-length mirror in his office.

Mr. Kingsley with the Prada jacket 

As he puts on the coat the patient realizes that she is being ignored.

The film ends frozen on Mr. Kingsley, who is pulling the jacket’s collar up to his face. The phrase “Prada suits everyone” appears on the screen in front of this image before the closing credits.

Prada suits everyone 

“If this had been done by actors and actresses who are excessively commercialized, the video would not have the appeal that it does,” Mr. Evins said. ”And let us not forget about Roman Polanski. There are really multiple icons involved here.

“They were perfect for their respective roles and sometimes the difference between success and failure in a project like this is who brings it to life,” he said. “You could not have three more incredible talents here.”

A Therapy film 

Valuable video
Artfully-produced social videos are becoming a must for luxury brands that hope to raise awareness via digital channels.

Many fashion labels are putting the spotlight on collections via short videos that show items worn on models.

For example, French label Christian Dior introduced pieces from its fall/winter 2012 collection with a new video called “Secret Garden – Versailles,” which also highlighted the brand lifestyle and image (see story).

The goal of A Therapy was not to market a specific collection, per the brand. Instead, Prada seems to be translating its image to the public with cinema and extending the reach of the project via a feature on its Web site, a dedicated email and social media sharing.

The label sent an email May 22 to its list that contained the film’s flyer from the Cannes Film Festival that linked to the video on its Web site.

A Therapy flyer 

In addition, the brand teased A Therapy on its Facebook page starting May 18 with a blurry still from the film. Prada told its fans it would premiere the film May 21, but did not give the location.

“Prada has been slow to join the social media playground and if these entertaining, but still on-brand videos are the way they intend to do it, then I think we will be in for a real treat,” said Tamar Koifman, head of marketing at the Digital Luxury Group, Geneva.

“In fact, the story itself is quite witty and we can see that Prada is poking fun at the stereotypical troubles of the rich,” she said. “I imagine that even those that fall into this bracket will smile at the levity of this patient’s problems.

“The clothing plays such a central role in this short story, from Ms. Carter’s perfectly-pedicured toes slipping out of Prada pumps to the exquisite fur she leaves by the door, and the beauty of the colors and textures brings out a richness and real-world wearability that is not always captured on the runway.”

Final Take
Tricia Carr, editorial assistant on Luxury Daily, New York  

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Tags: A Therapy, Ben Kingsley, Helena Bonham Carter, luxury, luxury marketing, Prada, Roman Polanski, short film, social video, Video