Gemma Ward makes her return in the new Prada campaign.

Prada just dropped its SS15 campaign and everyone is talking about the return of model and actress Gemma Ward. The campaign also includes models Julia Nobis and Ine Neefs – handpicked by Miuccia Prada herself – and was shot by Steven Meisel. Gemma is featured in a black and white picture accompanied by a second image composed of random objects, such as keys or flowers, which suggest an entry in to the daily life of a woman.

Every picture in the campaign is set beside a second image that narrates a story. The brand describes the concept of the campaign as sending a contradictory message of being carefree yet in control. In some of the images, we can see an opened handbag sitting near a bathroom sink, suggestive of a woman retouching her makeup. Prada’s handbags, placed in different types of situations, take center stage in the campaign. The importance of promoting luxury goods, especially handbags (one of the most accessible pieces from the brand), seems evident in this campaign. Overall, the concept of this campaign is refreshing and interesting. The clothes, especially the oversized quilted coat worn by Julia Nobis, have a raw yet well-tailored element.

What do you think about the campaign?