Prada
2022: the Year of the Tiger
Prada is celebrating the Lunar Year of the Tiger – an animal that symbolises courage and resourcefulness – with a project entitled ‘Action in the Year of the Tiger’, seeking to raise public awareness about protecting this extinction-threatened species. In this campaign, the actor and singer Li Yifeng and actress Chun Xia move around an evocative red space, producing a narrative made of gestures and direct, spontaneous interaction with viewers. ‘Action in the Year of the Tiger’ is also inviting students aged under 30 from art schools all over the world to produce their own personal interpretation of the tiger, with free rein to express themselves through the languages of painting, design or sculpture. The works will be judged by artists Liu Ye, Goshka Macuga and Lu Yang, and a selection will be included in a special programme that will run over the course of the year.
Photography: Liu Song
Video: Shi Kangning
Talent: Chun Xia and Li Yifeng
Creative direction: Ferdinando Verderi
Miu Miu: ‘Heart to Heart’
Miu Miu is celebrating the Lunar New Year with the Heart to Heart campaign: a cinematic story with a sense of déjà vu where the starkly different paths of two female personalities cross on the eve of the new year. One recites her lines, the other hums a tune; growing connections build through sound and space. In this celebration of impromptu meetings and joyful moments, the stars wear a series of ‘contemporary classics’ created especially for the holiday season.
Photographer: He’Kai’Tuo’Yi
Talent: Lexie Liu and Qiu Tian
As part of both campaigns, the Prada Group is also supporting the ‘Walking with the Tiger and Leopard’ project, an initiative launched by the China Green Foundation that aims to safeguard the Amur tiger, which sadly is on the verge of extinction.