Prada has released its first campaign under co-creative director, Raf Simons, following his debut SS21 show in September, and right now it’s proving to be the perfect distraction from our daily Twitter doomscrolls.

Drawing inspo from the virtual Q&A Miuccia Prada and Simons held after the SS21 show, the stripped-back campaign features a bunch of models dressed head-to-toe in Prada looks posing in front of a white background. 

A series of questions are spaced out in front of them, such as: “Does ‘cloud’ make you think of data or sky?” and “Is future a romantic idea for you?” Of course, each question ends with a suggestion to visit Prada’s website, where users can submit their answers and pose their own questions which might then feature in upcoming images. 

Fashion fans quickly took notice of the campaign’s unique format, and in the hours that followed a number of existentialist and absurdist posts hit our feeds, as people began placing Prada’s questions over famous memes and others mirrored the campaign’s style by posing their own questions. 

“Do you look at the window, or check the weather app first? Answer at Prada.com.” user @ubicouture wrote. Another user, @iolsi, tweeted, “If you’re waiting for the waiter, does that not make you the ‘waiter’? Answer at Prada.com.” Very thought provoking.

According to Prada, however, the campaign was created to investigate some heavy topics in society today. “The questions themselves meditate on these subjects: perceptions of self, views on technology, ideas of humanity – diversity, inclusivity, sustainability,” explained the brand in a statement. 

Either way, we’re just thankful it’s sparked some joy on our feeds.