A New Photo Book Compiles 4 Years of Archival Prada Campaigns

A new release from the British publisher IDEA anthologizes the work of Norbert Schoerner for Prada, specifically the campaigns he directed and captured between 1998 and 2002.

After relocating to London from Bavaria in the late ‘80s, Schoerner began photographing for magazines like i-D and The Face. In 1998, he inked an exclusive two-year contract with Prada, though he continues to work with the brand today.

His photographs centered Prada in real day-to-day environments, emphasizing the form and daily function of the garments.

“Working with Prada takes a long time. It was very fragmented. Work in progress. We weren’t working from a script,” Schoerner said. “We were re-writing the script all the time. Formulating the concept every day.”

“The work proceeds with failures, and reacts to changes. It’s very much an empirical process. And that’s the luxury of these campaigns. Other brands didn’t give you the time to do that.”

The 178-page book, which is officially titled Norbert Schoerner PRADA ARCHIVE 1998–2002, was art-directed by Jonny Lu Studio and bound in a unique hole-punch style. There’s no text in the book, except for the title, subtly printed over a photograph of Angela Lindvall.

Norbert Schoerner PRADA ARCHIVE 1998–2002’s first edition run of 750 copies has already sold out. The publisher will still be distributing the book to select retailers globally and those interested can sign up to be notified when additional copies are available.