Prada’s Lunar New Year campaign for 2024, the Year of the Dragon

Posted by Admin January 18, 2024 Fashion

Prada’s Chinese New Year campaign for the Year of the Dragon 2024: starring Wong Kar-wai muse Du Juan of Blossoms Shanghai, the new campaign gives classics like Re-Nylon bucket hats a festive update

Every Lunar New Year holiday brings a renewed outlook for the year ahead, but also plenty of rumination on lessons learned from years past.

That nostalgia is what Italian luxury maison Prada is tapping for the Year of the Dragon, with a new campaign that borrows from the romanticism and red tones of Wong Kar-wai’s most iconic films. It even stars a new muse Du Juan, most recently in the director’s newly released first TV series, Blossoms Shanghai. Zhao Lei, the face of Yang Fudong’s film, First Spring – currently being shown at the Pradasphere II exhibition in Shanghai – co-stars.

As you would expect, Prada celebrates the Lunar New Year in, well, an undeniably Prada fashion. That is, effortlessly chic and sleek in the classic shades of black, white and, in a nod to the holiday, striking red – courtesy of the brand’s well-curated selection of wardrobe staples for the Year of the Dragon.

Zhao Lei stars in a series of cinematic portraits for Prada’s Year of the Dragon campaign

Shot by acclaimed Chinese photographer Leslie Zhang, the new campaign shows Prada classics against the backdrop of mahjong tiles and orchids – quintessential symbols of Chinese culture.

Highlights include Prada’s regenerated nylon, aptly named Re-Nylon, which can be seen across bucket hats, vests and more. There are also selections from Prada Home, like funky porcelain cups perfect for a fancy family dinner – and for something fresher than old fine china.