Luxury house PRADA celebrates Lunar New Year with Action in the Year of the Tiger campaign and project dedicated to safeguarding tigers. Actress Chun Xia and actor / singer Li Yifeng team up for the campaign captured by fashion photographer Liu Song. In charge of creative direction was Ferdinando Verderi. The collection features the brand’s logo reimagined with classical Chinese techniques and the tiger’s characteristic attributes. Italian fashion house will make donation to China Green Foundation project “Walking with Tiger and Leopard“.
“‘Action in the Year of the Tiger’ is an invitation to all talented under-30s at art schools from all over the world, to produce their own personal interpretation of the tiger. The artists have free rein to express themselves however they like using the languages of painting, design and sculpture. The students’ works will be judged by a special jury comprising the artists Liu Ye, Lu Yang and Goshka Macuga, and some will be chosen for use in a special project taking place throughout 2022.” – from Prada