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Special Projects

Memories of beauty

Chinese New Year 2023

According to the Chinese zodiac, 2023 is the year of the rabbit – a gentle, elegant and contemplative animal. Prada is marking the start of the year with the Memories of Beauty campaign, which celebrates memory and the sharing of happy moments connected to Chinese New Year.

Prada presents an exclusive selection of men’s and women’s ready-to-wear, bags, footwear and accessories.
The campaign stars renowned singer Cai Xukun, previously the iconic face of the Prada 520 and Prada CNY 2021 campaigns; actress Chunxia, who was named Best Actress at the Hong Kong Film Awards for her performance in Port of Call; actor Bai Yufan, fresh from his success in the series Shan Hai Qing; and model and actress Du Juan.
Up-and-coming photographer Nick Yang is known for his poetic work that captures the sensual and surreal aspects of reality, and his images depict the stars alongside tangible objects that bear witness to a moment from their past. These form the basis for unique stories that evoke memories linked to Chinese New Year, conjuring up its feelings and emotions. The result is a series of captivating and intimate visual narratives, balancing past, present and future.
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Credits
Talents: Cai Xukun, Chunxia, Bai Yufan, Du Juan
Campaign Photographer: Nick Yang
Still Life Photographer: Zhongjia Sun
Video: KC