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.
Talents: Du Juan, Zhao Lei
Creative Director: David James
Director and Photographer: Leslie Zhang
Music Composer: Linfeng
Still Life Photographer: Adrien Dubost