Prada ushers in the 2024 Chinese New Year with a campaign that exudes prosperity and good fortune, characteristic of the Year of the Dragon. The Italian brand’s latest collection is encapsulated through cinematic portraits that are as compelling as the narratives they suggest.
Prada 2024 Chinese New Year Campaign
Set against the grandeur of the Prada Rong Zhai residence, the advertisement, lensed by photographer Leslie Zhang, presents a story of joy and optimism, a nod to the season’s festivities.
Zhao Lei, the face of the campaign, embodies the dragon’s dynamic spirit, showcased against a backdrop that marries tradition with the avant-garde flair of arthouse cinema.
Each campaign image offers a freeze-frame of Prada’s festive narrative. The vivid hues, from the earthy tones of a camel coat to the deep blacks and crisp whites of tailoring, capture the essence of the fashion house’s aesthetic—timeless yet brimming with contemporary allure.
Accessories are complementary and central to the narrative, with bags and eyewear assuming characters of their own, mirroring the versatility and layered meanings of the dragon zodiac.
While honoring heritage, Prada projects forward, mirroring the dragon’s ascent—constantly climbing, reaching for greater heights, and looking to the future with unwavering hope and boundless joy.
