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Prada celebrates Chinese New Year 2026

2026 marks the year of the Fire Horse in the Chinese Zodiac - an occurrence marked once every 60 years in the lunisolar calendar. Known for dynamic energy, passion and ever-shifting change, the Fire Horse is characterized by a spirit of adventure and courage, leadership and independence. Qualities that are quintessentially Prada.

The year of the Fire Horse is celebrated with a special advertising campaign, a site-specific event within Prada Rong Zhai, the historic 1918 residence located in the heart of Shanghai, and installations at three venues across both Shanghai and Chendgu. In a celebration of past and future, this ancient, elemental symbolism is fused with the modern emblem synonymous with Prada - the instantly-identifiable Prada Triangle.

The Prada Triangle becomes a lens through which to reimagine the Fire Horse, a prism that reconfigures its physiognomy. The Fire Horse here evolves into a Prada character, an avatar placed at the center of campaign imagery featuring a duo of Chinese personalities and Prada ambassadors, Yang Mi and Ma Long, each dressed in key pieces from the Prada Spring/Summer 2026 collections.

Alongside the campaign, the Prada Triangle Fire Horse leaps into real life in a series of installations and events between January and March 2026. First, an ephemeral, monolithic Prada Fire Horse first occupies the center of the Shanghai IFC Mall, moving then to Prada Rong Zhai and Chendgu IFS Mall from January 22nd until March 3rd. Prada Rong Zhai also becomes the arena for a specially devised immersive playground, geared to commemorate the Year of the Fire Horse through a singular physical experience.

The façade of Rong Zhai is first transformed into a canvas, for mapped projections of the Prada Triangle Fire Horse from January 22nd to February 14th. Afterwards, inside the villa is remade into the Fire Horse Fair, a fun fair as multi-faceted exploration of the season from February 28th to March 3rd on occasion of the Lantern Festival, featuring games, rides and refreshment trucks in collaboration with the restaurant Mi Shang Prada Rong Zhai. This marks a commemoration of good fortune, the ties of community, and a passage into the tomorrow.

Credits

Talents: Yang Mi, Ma Long
Campaign Creative Direction: Ferdinando Verderi
Photographer: Zhong Lin
Directors: BRTHR

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