The Prada Chinese New Year 2025 Campaign “We, The Snake”

Prada’s campaign for Chinese New Year 2025 celebrates the beginning of the Year of the Snake, drawing inspiration from the snake’s metaphorical significance.

In Chinese culture, the snake is held in profound reverence, and this campaign reimagines the snake’s coils as a powerful creative symbol. The twisting spirals represent the idea of community, captured through images of people from diverse disciplines coming together to embody the spirit of the Chinese zodiac. In this way, the campaign transforms the snake – traditionally a symbol of individualism – into a representation of collective sharing.

With creative direction by Ferdinando Verderi and photography by Oliver Hadlee Pearch, the visuals feature a snake-like chain of human silhouettes, interspersed with various real individuals, either alone or in pairs. The cast is diverse, including Prada Ambassadors Jia Ling, Li Xian, Ma Long, Ma Yili, Yang Shuyu, as well as Art Historian Wu Hung, Artists Peng Wei and Zhang Enli, Architect Rossana Hu, and models Du Juan, Ju Xiaowen, and Zhao Lei. The campaign is an homage to the snake’s deep cultural respect and reframes our emotional connection with the creature, as seen in the film directed by Dorothy Sing Zhang. The entire cast comes together, illustrating the intrinsic connections between them.

A new version of the Prada logo complements the campaign: the sinuous rope surrounding the lettering evolves into a snake, adding an evocative touch.

To mark the occasion, Prada is offering an exclusive selection of ready-to-wear and accessories. For women, the collection features bags such as a leather top-handle cubic bag with golden hardware, a minimalist tote, and a shoulder bag with removable charms. The clothing includes a pleated skirt paired with a matching jacket or minimal blouse, as well as elegant dresses with embellishments. For men, two new green soft bags complement voluminous coats, blazers, and trousers with relaxed silhouettes.

Additionally, Prada introduces a new podcast series, Speaking of the Snake, curated and hosted by Violet Wang. This series delves into the cultural significance of the snake, exploring its role in art and various contexts through conversations with cultural figures. Episodes will be available on Apple Podcasts starting January 6, 2025.

Credits
Talents: Prada Ambassadors Jia Ling, Li Xian, Ma Long, Ma Yili, Yang Shuyu; Art Historian Wu Hung; Artists Peng Wei, Zhang Enli; Architect Rossana Hu and models Du Juan, Ju Xiaowen, Zhao Lei
Creative Director: Ferdinando Verderi
Film Director: Dorothy Sing Zhang
Campaign Photographer: Oliver Hadlee Pearch

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