Iconic Italian luxury fashion house Prada has launched advertising campaign to celebrate Lunar New Year, honoring the Year of the Dragon. In Chinese culture, the dragon is revered as a symbol of wisdom, power, prosperity, and good fortune, and is believed to be a progenitor of the Chinese nation according to ancient mythology.
The campaign is distinguished by its deep, rich color palette, drawing inspiration from arthouse cinema to encapsulate the joy and optimism characteristic of the Lunar New Year festivities. Through a series of touching and atmospheric portraits, the campaign captures the essence of the celebration in a distinctly cinematic style. Stars of the campaign are Du Juan, a renowned supermodel and actress, and Zhao Lei, best known for his role in Yang Fudong’s film “First Spring,” which is currently featured at the Pradasphere II exhibition in Shanghai.
Adding to the campaign’s allure are collaborations with two highly acclaimed young talents from the contemporary Chinese cultural scene. Leslie Zhang, a fashion and art photographer, brings his unique vision to the project, capturing the essence of the Lunar New Year with his artistic photographic style. And LinFeng, a musician and producer known for incorporating traditional Chinese instrumental beats into his compositions.
