Prada 520 Mathematics of Love
Prada 520 Mathematics of Love

Prada 520 Mathematics of Love

The new digital campaign starring Cai Xu Kun


Daily human actions are brought together in one, exciting story.
What is the element that ties them all together, if not love?


In China, 20 May, or '5/20', is a day that represents and celebrates love.

To mark this date, Prada is running an original campaign that explores the emotion in all its various guises, in the context of the new way we live our daily lives due to the spread of Coronavirus, both during and after social distancing.

The result is a definition of love: simultaneously universal and specific, timeless yet connected to the period we are currently living through.

Comprising both static images and a video, the digital campaign - unveiling on May 4, 2020 on Prada's social networks and at - provides a vivid representation of how, even at a time of social distancing, emotions like love and hope remain free, alive in us, intense and untroubled, along with the passions that have always guided us and inspired our lives.