Prada has unveiled its new 2024 Chinese New Year campaign to celebrate the Year of the Dragon. In the Chinese zodiac, the dragon is full of wisdom and strength, symbolizing prosperity and auspiciousness. In ancient Chinese mythology, the dragon is worshiped as the ancestor of the Chinese nation.
Inspired by classic art films from the Chinese-speaking world, the campaign features a unique approach to the tranquil and restrained outlook of the Spring Festival.
The Prada blockbuster focuses on the actors Du Juan and Zhao Lei, creating a series of portraits that resemble movie stills. The supermodel Du Juan, who has successfully turned into an actor, recently starred in the "Flowers" drama series directed by Wong Kar-wai. She also appeared in the PRADA 2023 Chinese New Year advertising campaign last year. Yang Fudong's video work "A Year of Planning" starring Zhao Lei is currently being screened at the "Pradasphere II" exhibition in Shanghai.
The campaign was created by artistic director D**id James, and was created by two high-profile emerging talents in the field of contemporary Chinese culture: fashion art photographer Zhang Jiacheng** Producer and producer Li Linfeng incorporates the celebratory rhythm of traditional Chinese instruments into the music.
The Prada Massif is set in the historic Prada Residence – a space that was lovingly renovated by Prada and opened in 2017 and is currently the venue for the Prada Group's most important cultural events in the country.
On the occasion of the launch of the campaign, Prada presents an exclusive selection of men's and women's ready-to-wear, handbags, shoes, jewellery and accessories. **The collection features very light organza skirts, either simple and sober or embellished with sequins, paired with fine yarn knits, tunic jackets, technical cropped coats and handmade wool tops. Footwear includes satin mules, shiny leather or patent leather loafers, and black or white sneakers. Available in black, grey and warm beige, the handbag collection includes the **Prada Buckle and Prada Arqué bags, the delicate Re-Nylon re-nylon and leather Re-Edition bags, and the supple leather bags.
Prada's signature Re-Nylon fabric is reimagined in the ** collection, which can be used for coats, tank tops, trousers and shirts, as well as backpacks and travel bags. Stylish camel brown or black coats, shiny leather lace-ups and loafers are also available to add a striking touch to the new year.
Prada Prada New Year's gift
Team: Starring: Du Juan, Zhao Lei.
Artistic Director: D**id James
Director and Cinematographer: Cheung Ka-shing.
*Producer: Li Linfeng.
Still life: Adrien Dubost