Prada Reactive is a collection that embraces the ever-changing world around us, designed to respond to
the unpredictability of climate and nature. Through a captivating campaign, Londoners embark on a global journey to explore the nuances of climate change. Weather forecasts become a high-fashion narrative, reimagined with Prada’s signature edgy aesthetic.

The campaign will span various media, highlighting the product's responsiveness through the concept of weather forecasts. An interactive billboard will adjust to the weather and time of day, while a Japanese weather forecast page in an English newspaper will showcase how Prada's garments adapt to different climates.