THE WHAT?  Italian luxury fashion house Prada is bringing its fall ad campaign to life, prominently featuring Benedict Cumberbatch alongside stars like Li Xian and Letitia Wright, with a unique worldwide gesture involving flowers.

THE DETAILS  Select cities worldwide, including New York, Paris, and Tokyo, will witness the installation of special flower kiosks. These kiosks will offer Prada-branded seed cans, stylishly adorned in silver with the Prada logo. Enthusiasts can get seeds for marigold, daisy, and sunflower.

THE WHY?   This initiative aligns with Prada’s recent fall campaign, masterfully captured by Willy Vanderperre. Set against a stark black backdrop, the campaign juxtaposes its subjects with oversized, lifelike flowers, delving deep into universal human values and emotions. The magnified floral representations serve as metaphors, bridging the gap between ordinary life and extraordinary beauty.