Scarlett Johansson takes center stage in the latest Prada campaign for its iconic Galleria handbag, directed by acclaimed filmmaker Yorgos Lanthimos. Released recently, the campaign film titled Ritual Identities showcases Johansson playing multiple roles within a surreal narrative set in New York. The project blends gothic and playful elements with a mysterious ritual theme, highlighting the Galleria bag throughout the story.
Johansson Embodies Multiple Personas in the Film
In the campaign, Johansson portrays three distinct characters. The first is a mysterious figure resembling a guru or witch, guiding the viewer through the steps of an unusual ritual that involves rare and symbolic ingredients. Among these are
“morning breeze – not after 12 noon, not before five AM; rainwater that drips from a non-blooming cherry tree; the ashes of a song score – can be any song that talks about love or pain; a piece of porcelain from a rare, antique Chinese Vase”
and
“three drops of blood drawn at nighttime.”
As Johansson’s character collects these items, she carries the Galleria bag, which becomes a key element of the story.
The film intersperses these ritual scenes with shots of Johansson navigating New York City, capturing the essence of the materials she requires. One memorable moment shows her unintentionally breaking a vase in an antique shop to retrieve a shard for the ritual. Ultimately, the contents gathered in the handbag are placed into a mystical black sphere, leading to the emergence of a third Johansson character—a refined and elegantly dressed figure reminiscent of a civilized Frankenstein creation.
Exploring Identity Through Layered Performances
Johansson explained the concept behind the campaign in an interview with WWD, saying,
“the idea for this Prada campaign is a play on identity, the identities that live within all of us, the different masks we wear, the different characters we play, the different people we are with other people, in different relationships. The work becomes personally meaningful because you start to really feel it as you’re saying it, it starts to live more inside you – and then, you can really explore. This film is less about assuming a character, more about expressing different versions of myself.”
This reflection gives insight into the depth and emotional resonance brought to the avant-garde project.
Yorgos Lanthimos’s First Work with Prada and Johansson
This marks the first collaboration between Lanthimos and Prada, as well as his initial work with Johansson. The director is known for his distinct style, characterized by offbeat humor and gothic undertones, which are evident throughout this campaign. Prada continues its tradition of partnering with esteemed filmmakers for its Galleria project. Last year’s campaign, also featuring Johansson, was directed by Jonathan Glazer, the Oscar-winning filmmaker behind The Zone of Interest. Before that, the 2021 launch campaign starring Hunter Schafer was helmed by indie auteur Xavier Dolan.
Lanthimos’s Cinematic Achievements and Upcoming Projects
Yorgos Lanthimos has earned multiple Academy Award nominations for films such as The Favourite and Poor Things, the latter earning Best Actress wins for Olivia Colman and Emma Stone. Recently, Lanthimos premiered his new film Bugonia at the Venice Film Festival, a science fiction black comedy involving two young men who believe a powerful CEO is an extraterrestrial. Emma Stone stars in this provocative story, further highlighting Lanthimos’s reach within contemporary cinema.
Anticipation Builds for Prada’s Milan Fashion Week Show
Prada’s women’s Spring/Summer 2026 collection, with this campaign as part of its lead-in, is scheduled to debut at Milan Fashion Week on September 25. The innovative film and campaign signal Prada’s continued commitment to blending artistic filmmaking with fashion, creating immersive storytelling experiences that engage audiences beyond traditional advertisements.
