Prada Action in the Year of the Tiger Campaign

Italian luxury fashion house Prada brings forth a new collection that takes inspiration from the Lunar New Year. Presenting the Action in the Year of the Tiger Campaign, along with a project that aims to safeguard tigers, Prada makes a fashion statement and an environmental impact. Starring actress Chun Xia and singer Li Yifeng , the campaign is photographed by fashion photographer Liu Song. With the creative direction of Ferdinando Verderi, the campaign also reimagines the brand’s logo with classical Chinese techniques and the tiger’s characteristic attributes. Prada will also make donations to China Green Foundation project “Walking with Tiger and Leopard“, along with putting forth the latest collection.

“‘Action in the Year of the Tiger’ is an invitation to all talented under-30s at art schools from all over the world, to produce their own personal interpretation of the tiger. The artists have free rein to express themselves however they like using the languages of painting, design and sculpture. The students’ works will be judged by a special jury comprising the artists Liu Ye, Lu Yang and Goshka Macuga, and some will be chosen for use in a special project taking place throughout 2022.” – from Prada