Prada Literary: “Ten Protagonists”, a collection by Ottessa Moshfegh
Prada unveils an ambitious literary project in collaboration with writer Ottessa Moshfegh, a collection of short stories inspired by its Spring-Summer 2025 campaign.
Fashion and literature meet once again under the impetus of Prada, which continues its exploration of narrative formats with the launch of Ten Protagonists, a book of ten fictional stories written by author Ottessa Moshfegh. This project accompanies the Act Like Prada campaign, in which actress Carey Mulligan embodies a plurality of characters under the lens of renowned photographer Steven Meisel.
A book that extends the Prada universe
With Ten Protagonists, Prada goes beyond images and runway shows to showcase its identity. The Italian brand, which has already invested in literary projects – notably by supporting Bibliothèques sans Frontières – has chosen to tell stories through the pen of a renowned novelist.
Published in a limited edition, this collection features ten imaginary stories based on the characters played by Carey Mulligan in the Act Like Prada campaign. Far from being a simple promotional aid, this book is part of a broader artistic approach: exploring different forms of narrative to enrich the fashion experience.
Ottessa Moshfegh, an author at the service of Prada
Ottessa Moshfegh, renowned for her stories exploring the intricacies of the human soul, lends her talent to ten female protagonists who bring to life the many facets of the Prada identity. Betty, Cecily, Eleanor, Patricia, Rachel, Tabitha. .. So many fictional women imagined by a writer who reclaims the power of literature as a means of expression and reflection.
Prada insists on this approach, stressing that the book is a “tool to add depth and meaning, to enrich the experience”. A way for the brand to position itself beyond mere fashion, as a true cultural player.
A work accessible to all
While Ten Protagonists is available in physical format in selected Prada boutiques, it is also available as a free download from the brand’s official website. A way of making the experience accessible to as many people as possible, while affirming Prada’s desire to reach a public beyond the world of luxury.
This project follows on from previous initiatives, such as the collaboration with Miranda July in 2024, which gave rise to an art hotline concept broadcast in several major cities around the world.
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