Glen Luchford shoots a snow-covered journey led by Maya Hawke, Damson Idris, Louis Partridge, Letitia Wright, and Li Xian, capturing the softer side of a holiday escape.

Prada Holiday 2025 takes the shape of a quiet winter road trip. In A Winter’s Tale, the brand trades spectacle for something more intimate, focusing on a group of friends driving through a blanket of snow, looking for a place that feels familiar rather than far away.

Shot and directed by Glen Luchford, the campaign leans into cinema. Wide horizons, clean winter light, and a car cutting through open space set the tone. Maya Hawke, Damson Idris, Louis Partridge, Letitia Wright, and Li Xian lead the story, moving through the landscape with the easy closeness of people who trust each other. Prada frames them as a chosen family, a group drawn together by timing, affection, and the shared instinct to move.