Prada's "365" advertising project has unveiled a new chapter, the Fall/Winter 2017 women's advertising campaign, "Persona." With actress Jessica Chastain as muse, the photographic and video portraits, shot by Willy Vanderperre, capture her unique persona and the key concepts of honesty, simplicity, and intimacy that define the Fall/Winter 2017-18 collection. Linking the house's aesthetic with Willy Vanderperre's unique worldview, the visuals blur the line between reality and fantasy by juxtaposing classic, monochrome portraits with contrasting images—set backdrops and the process of creating the perfect photograph. By focusing on the reality behind the fantasy world, the campaign explores the women immersed in both environments and highlights the different personas of contemporary fashion imagery.

The advertising campaign features an impressive Jessica Chastain wearing pieces from the latest collection, including a long coat lined with metal studs and a black dress. She appears as natural as a portrait of herself, yet immersed in a noble mood reminiscent of a scene from a film. These multifaceted images, which reflect both the fiction of the character she plays and the fantasy of fashion, paradoxically represent Prada's quest for truth and its answers.