Prada has launched its 2025 holiday season campaign, “A Winter's Tale,” directed by Glen Luchford. The film features brand ambassadors Maya Hawke, Damson Idris, Letitia Wright, Louis Partridge, and Chinese actor Li Xian (李现). Set in a snowy alpine landscape, the campaign portrays ambassadors driving vintage cars along mountain roads. Luchford’s cinematography blends road movie aesthetics with dreamlike sequences. The menswear collection features collarless wool coats and refined trousers, while womenswear includes cotton dresses and tweed coats.