Prada celebrated the Qixi Festival – Chinese Valentine’s Day – with a collection dedicated to the event and an advertising campaign entitled ‘The Modern Tale’, with the magical and mysterious power of love at its heart. Just like the Qixi tale, it recounts separation and the impossibility of enjoying love’s full potential, but in Prada’s retelling the stars finally align, allowing the lovers to be reunited and their dreams to become reality. The Qixi Festival celebrations also inspired special installations, including flower stalls inside selected Prada shops, where flower artists welcomed customers with colourful bouquets on the day of the festival. Finally, to mark the occasion Prada launched a special lemon-yellow version of the Prada Re-Edition bag, available exclusively online at prada.com.
n° 57 - 26 September 2020