Prada Linea Rossa introduces its new eyewear campaign, New Heights, starring Academy Award-nominated actor Jake Gyllenhaal and shot by Rory van Milligen.
Following last year’s immersion in the world of high-performance sailing with the Luna Rossa Prada Pirelli team, Gyllenhaal continues his exploration of the outdoors with his sights set on high-altitude peaks. Bringing to mind the raw, shifting landscapes of the Arctic, the campaign champions resilience, endurance, and vision in the face of nature’s most intense elements.
Outfitted for the trek, Gyllenhaal navigates icy landscapes with determination and focus. Every scene portrays the physical and mental strength needed to adapt and endure in demanding environments, an energy at the core of Prada Linea Rossa eyewear.
Throughout the campaign, the visuals document resilience in the face of adversity, defense against the elements, and a disciplined, relentless performance.
Gyllenhaal commented, “This campaign centers on pushing ourselves to the limits, and I always love exploring new territories with Prada. I feel this same spirit in the collection’s inclination towards unexplored horizons.”
Performance Meets Design
The new Prada Linea Rossa eyewear collection is an essential companion for travelers navigating environments where visibility diminishes, pressure intensifies, and focus becomes paramount.
Featuring five distinct designs — both sun and optical — the collection seamlessly combines cutting edge performance with contemporary design. From ski mask-inspired frames to aerodynamic wraparound shapes that enhance airflow and prevent fogging, each piece reflects a sporty yet progressive aesthetic, embodying innovation and movement. Completing the offering, an oversized everyday style allows for effortless wearability, merging researched proportions with versatility.
Jake Gyllenhaal is an Academy Award and Tony nominated actor and producer. Gyllenhaal has starred in over forty feature films including Brokeback Mountain, for which he received an Oscar nomination and won a BAFTA for Best Supporting Actor; Nightcrawler; Donnie Darko; Sony Pictures second-highest grossing film, Spider-Man: Far From Home. On Broadway, he starred in Tony nominated Sea Wall/A Life, Sunday in the Park with George and This is Our Youth. Recently, he led Ambulance (2022), Guy Ritchie’s The Covenant (2023), Doug Liman’s Roadhouse (2024) and Apple TV+’s Presumed Innocent (2024).
Prada Linea Rossa is distributed in Canada by EssilorLuxottica.
