Fashion Films are actively used as brand communication medium as they can convey the brand story that fashion brands want to convey and play an important role in shaping emotional relationships with brands and consumers. Prada, a leading fashion brand, utilizes fashion Films to create a brand story, thereby providing consumers with artistic value through innovation and creativity. Despite this infinite possibility of brand story expressed in fashion Film, precedent study is mainly focused on studying the type and characteristics of fashion Film, so research on the characteristics of brand story according to the change of brand story expression element of communication medium called fashion Film is lacking. Thus the purpose of this study was to examine the characteristics of brand stories in Prada 365 Films that convey brand identities. It is also aimed at enhancing the strategic use of fashion Films by revealing whether the characteristics of the brand story shown in Prada"s 365 Film play an important role. In order to establish the theoretical basis for the characteristics of the brand story, a literature review was conducted at domestic and international, and an empirical analysis was performed through the case of Prada Film. In this study brand storytelling was classified as a narrative type and a creative type. The elements of storytelling were classified as themes, characters, backgrounds, events, and plots. Moreover, visual elements, literal elements, and virtual elements were analyzed based on the theoretical background in Prada 365 Films. The main results are summarized as follows. First, the strategy in Prada 365 Films embraced brand fluidity reflected in contemporary society and brand differentiation strategy. Second, Prada emphasized that there is a multi-pronged interpretation of a single topic and concept in 365 Films. Last, the virtual elements in fashion Film enhanced the brand story. Limitations of this study include using only 365 Films of the Prada, thus limiting the generalizability of the results. Future research should examine the effectiveness of the brand story in fashion Films in order to maintain brand continuity.