Prada A/W98 Archive

In 1998, Prada released their Autumn/Winter campaign. Photographer Norbert Schoerner, fueled with a passion for creativity, joined forces with Prada to craft something truly extraordinary. 

When Prada and Schoerner collaborated on the AW98 campaign together, it was a bonding of innovative minds. Schoerner's relentless drive to push boundaries seamlessly meshed with Prada's commitment for daring designs, igniting a journey of exploration and innovation.

The AW98 campaign dared to defy convention. Schoerner took Prada's audacious creations and transported them to surreal desert vistas, infusing them with a touch of digital enchantment to blur the lines between reality and fantasy. The result was  breathtaking  and captured the imagination of all who saw it.

At the heart of the campaign was Angela Lindvall. Against the backdrop of the desert's vast expanse, she radiated confidence and quirkyness. Drawing into a captivating narrative through Schoerner's lens.

Schoerner's creative spirit knew no bounds. Embracing innovation with ease, he pushed the limits of fashion photography by mixing reality with artistic flair. His images became more than just photographs; they sparked curiosity and inspired countless artists.

Even now, decades later, the echoes of the AW98 campaign continue to resonate throughout the fashion world. Schoerner's bold vision paved the way for a new era of creativity, leaving a mark on the industry's landscape. As we reminisce about this iconic collaboration, we celebrate Schoerner's unyielding passion and his enduring legacy in the realm of fashion.

Reflecting on the photography and fashion of 1998, it's evident how much of that aesthetic still influences today's photography and clothing. The 90s marked a pinnacle in fashion, an era where creativity flourished. It's thrilling to revisit campaigns and collections from a time when innovation knew no bounds.