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

Prada ambassador Scarlett Johansson fronts her third Prada Galleria [IG] bag campaign, directed by Yorgos Lanthimos. Prada regular Ferdinando Verderi provided creative direction for a handbag Prada calls a “totem of change.”

It’s the first time the two creatives Johansson and Lanthimos have worked together.

A totem of change: It’s indisputable 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.

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