Scarlett Johansson appears as three distinct clones in Prada’s newest advertisement, which showcases the Galleria handbag. Directed by filmmaker Yorgos Lanthimos, the campaign combines his signature surreal style with a focus on identity and ritual. This marks Johansson’s third appearance representing the Galleria bag, having previously featured in the 2023 and 2024 campaigns.
The Cloning Ritual and Symbolism Behind the Campaign
In the ad, Johansson portrays three characters: a guru who guides a mysterious cloning process, a woman who follows the guru’s instructions, and a third clone that eventually appears from a large metallic sphere. The scene opens with the guru instructing on the ritual’s components, which include several specific elements.
These ingredients are detailed within the footage by the guru:
“morning breeze, not after 12 noon, not before five AM;”
“rainwater that drips from a non-blooming cherry tree — taller than one and a half meters;”
“the feather of a chirping bird”
— though the guru notes the feather “isn’t necessary.” Additionally, six large black stones are required for the ritual.
Interspersed with these instructions are shots of the woman searching through New York City, gathering the items and placing them into the white Galleria handbag. She then empties all the ingredients into a metallic ball through an opening at its back. After a brief pause as she listens to sounds emitting from the sphere, the anticipation builds.
Emergence of the Third Clone and Fashion Highlights
Following the ritual, the third clone emerges from the metallic sphere, joining the guru and the woman who performed the ritual. This new clone is adorned in a yellow trench coat, paired with a black top and midi skirt, holding a black Galleria handbag, symbolizing transformation and multiplicity of identity.
Johansson’s Reflection on Identity and Roles
In commentary provided to WWD, Scarlett Johansson discussed the campaign’s thematic focus, describing it as an exploration of identity. She emphasized the many facets of self that individuals express in different situations and relationships.
“The identities that live within all of us, the different masks we wear, the different characters we play,”
Johansson said.
“The different people we are with other people, in different relationships.”
— Scarlett Johansson, Actress
Artistic Vision and Cultural Context
With Yorgos Lanthimos at the helm, known for his unique and surreal visual storytelling, the ad combines fashion with an abstract narrative about selfhood. The use of cloning as a metaphor underscores the multiplicity of identities people carry in daily life, while Prada’s Galleria handbag remains the campaign’s centerpiece.
As the campaign rolls out, it continues Scarlett Johansson’s longstanding association with Prada and deepens the brand’s visual storytelling by mixing fantasy elements with contemporary urban settings like New York City. Observers can expect further creative collaborations between Johansson and Prada as they evolve this narrative.
