Chinese New Year
Chinese New Year

Chinese New Year

"Youth Discourse"

Prada pays homage to the 2019 Chinese New Year celebrations with a special digital campaign dedicated to modern Asian youth culture and style. At the turn of year, it is not only a moment to reflect, but also to walk into a hopeful future and to share moments with family and friends.

Directed by Emmy-nominated, LA-based young American Chinese talent Christine Yuan, the film brings together a group of new generation Asians to an unspecified space. Dressed in Prada's latest collection, the group of young men and women wander from room to room, chatting and sharing the ritual of their roots and identities. Bathed in a nostalgic retro hue the protagonists' confident pose look to the future.

An exclusive collection of bags, footwear and accessories with the "MY CHARACTER" service will be available in selected Prada stores and on prada.com starting mid-January 2019.

 

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Gallery


Credits:

Director – Christine Yuan

Cast – Sijia Kang, Jingwen Li, Ziwei, Huan Zhou, Daniel Li, Cameron Lee Phan