Norbert Schoerner PRADA ARCHIVE 1998–2002 SPREAD 1

Page Turn-of-the-Century

news | Jun 6, 2024

Text by Maegan Trusty

IDEA's recent publication on Norbert Schoerner explores his distinctive approach to photography and film as an artist, but namely how he matched the trademark clean minimalism of turn-of-the-century Prada.

Norbert Schoerner PRADA ARCHIVE 1998–2002 captures a pivotal period for the Prada identity but also allows the reader to relive the nostalgia from the 1990s-2000s entrenched in so many of our wardrobes.

“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…,” writes Norbert Schoerner on the book's release. Designed by Jonny Lu Studio, the anthology provides a glimpse into the Bavarian photographer’s work from 1998-2002 in a unique tri-fold, hole-punched format.

Norbert Schoerner PRADA ARCHIVE 1998–2002 Cover
Norbert Schoerner PRADA ARCHIVE 1998–2002 SPREAD 10

Schoerner's era at Prada marked a shift from Glen Luchford (1996-1998), moving away from a cinematic aesthetic and capturing the habitual nature of life and self. Upholding trademark '90s minimalism, he flirts with the concept of futurism in the yearning of what lies ahead but maintains a contemporary tone. A sense of salience is present, but Prada's DNA remains intact.

A notable aspect of his work is his imaginative take on conventional ideas, revealing subtle depth and layers. He aims to provoke thought beyond the surface. As the millennium began to redefine how fashion perceived technology, Prada and Schoerner already pioneered these themes with their forward-thinking vision.

Norbert Schoerner PRADA ARCHIVE 1998–2002SPREAD 7

The book arrives at a time when Prada is at the top of its game once more. Whether it be from the archive or a coveted new piece, you simply can't go on social media or a luxury resale site without seeing Prada. 

Through archival imagery and seminal creative direction, this publication heralds the lasting impact Schoerner has on the cinematography scene and solidifies his work in the cultural zeitgeist.