13 Jan 2024 By May Ng

THE PRADA LUNAR NEW YEAR 2024 CAMPAIGN CINEMATIC PORTRAITS

The new Prada advertising campaign for the 2024 Lunar New Year celebrates the start of the Year of the Dragon, a wise and powerful animal that in the Chinese zodiac symbolises prosperity and good fortune and which, according to an ancient myth, gave rise to the Chinese nation.

The campaign’s images, imbued with a deep colour palette and inspired by arthouse cinema, particularly by iconic Chinese films capture the festivities’ characteristic joy and optimism

The result is a series of touching portraits – taken in a cinematic atmosphere – starring Du Juan, supermodel, actress, currently featuring in Blossoms Shanghai, the TV series directed by Wong Kar-Wai, and previously portrayed in the 2023 Prada Lunar New Year Campaign; and Zhao Lei, the face of Yang Fudong’s film First Spring, currently on show at the Pradasphere II exhibition in Shanghai.

The project brings together two of the most highly acclaimed young talents from the contemporary Chinese cultural scene: fashion and art photographer Leslie Zhang and musician and producer Linfeng, whose music draws inspiration from the celebratory beats of traditional Chinese instruments.

The campaign is set in the historic Prada Rong Zhai residence, a space opened by Prada in 2017 following meticulous restoration work and now home to cultural events organised by the Prada Group in China.

To mark the occasion, Prada is presenting an exclusive selection of men’s and women’s ready-to-wear, bags, footwear, jewelry, and accessories. The highlights of the women’s items on display are ultra-light organza skirts, either minimal or embellished with sequins, paired with knitwear made of fine materials and blazers with a belted waist, technical fabric pea coats and handmade tops in wool. Stand-out footwear includes satin sabots, brushed or patent leather loafers and black or white sneakers. The bags, meanwhile, range from the new Prada Buckle and the Prada Arqué to the sophisticated Re-Nylon and leather Re-Edition as well as soft leather styles, all available in black and grey and the warmest beige hues.

Iconic Re-Nylon takes on an important role in the menswear selection, across jackets, vests, trousers, and shirts, not to mention backpacks and travel bags. These feature alongside stylish camel brown or black coats and brushed leather lace-ups and loafers.

Credits:

Talents: Du Juan, Zhao Lei

Creative Director: David James

Director and Photographer: Leslie Zhang

Music Composer: Linfeng

Still Life Photographer: Adrien Dubost