Prada Galleria Bag Fall 2025 'Totem of Change' Rituals Film with Scarlett Johansson

Prada Galleria Bag Fall 2025 'Totem of Change' Rituals Film with Scarlett Johansson AOC Fashion

Prada ambassador Scarlett Johansson fronts her third Prada Galleria [IG] bag campaign, directed by Yorgos Lanthimos. called a “breakthrough director” in press reports about the campaign. Prada regular Ferdinando Verderi, based now in New York, provided creative direction for a handbag Prada calls a “totem of change.”

As for Yorgos Lanthimos, he has been called a “breakthrough director” in press reports about the Galleria campaign. It’s the first time the two creatives Johansson and Lanthimos have worked together.

A totem of change: It’s indisputable, though, that the Prada Galleria campaign is focused on rituals, which have evolved among humans for thousands of years and are closely aligned with religion and spirituality. When you call a handbag a “totem of change”, this creative team is placing the Galleria on a significant pedestal.

The Prada campaign lovingly mocks rituals with Johannson embracing a very long — and seemingly absurd to-do list given her by an ‘other’ self — in the execution of her particular ceremony. And while it’s not the intention of the Prada film and its creators to discredit the pursuit of ancient rituals more likely to occur among women, it is a reality that America’s right-wing does mock this trend.

From the standpoint of human psychology, Carl Jung called Johansson’s other self, the “shadow self”, and we see her operating in the film.

Personal and intentional rituals: While ancient rituals were often prescribed by community or institutional practices and laws, modern rituals are frequently personal ceremonies created by individuals to bring meaning, stability, and intention to their day.

This includes morning routines like carefully making coffee, evening rituals like a skincare regimen, or creative rituals like playing a specific song before writing.

Prada probes a concept embued with significantly more meaning — and AOC would hate to see the history of human rituals reduced to an advert for how to get silky hair.