Scarlett Johansson navigates ritual, repetition, and reinvention in Prada’s 2025 Galleria film
Each year, Prada’s Galleria campaign transforms a handbag into more than a luxury object. It becomes a lens through which identity, desire, and style are interrogated. This year, Yorgos Lanthimos directs Scarlett Johansson in a film that collapses these ideas into a surreal, cinematic ritual.
The aura is unmistakably Lanthimos: precise, disorienting, and layered with tension. Johansson moves through modern archetypes, performing strange, deliberate actions that repeat, multiply, and transform. She becomes legion, inhabiting multiple versions of herself, each iteration a study in reinvention. At the centre of it all is the Prada Galleria—more than an accessory, it is a talisman, a vessel for change, a catalyst for identity in flux.
This is a campaign that reads like a feature film in miniature. Narrative is suggested rather than explained; every gesture, every setting, becomes part of a subtle choreography between the actor, the handbag, and the world they inhabit. The Galleria itself mirrors this fluidity, reinvented season after season, reflecting the mutability of self and style alike.
Prada’s moment positions the Galleria as both object and idea: a totem of transformation, a ritualised emblem of elegance and power. Johansson’s performance and Lanthimos’ direction together probe what it means to inhabit identity in an ever-shifting landscape, where the line between fashion and cinema is deliberately, thrillingly blurred.
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