Prada Embraces Chinese New Year with Cinematic Portraits Ad

The Fashionisto

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Published January 11, 2024

Zhao Lei exudes Prada elegance, accessorizing with the brand's leather bag for its Chinese New Year 2024 advertisement.Pin
Zhao Lei exudes Prada elegance, accessorizing with the brand’s leather bag for its 2024 Chinese New Year advertisement. Photo: Leslie Zhang / Prada

Prada ushers in the 2024 Chinese New Year with a campaign that exudes prosperity and good fortune, characteristic of the Year of the Dragon. The Italian brand’s latest collection is encapsulated through cinematic portraits that are as compelling as the narratives they suggest.

Prada 2024 Chinese New Year Campaign

Amidst an inviting backdrop, Zhao Lei fronts Prada's Chinese New Year 2024 campaign.Pin
Amidst an inviting backdrop, Zhao Lei fronts Prada’s 2024 Chinese New Year campaign. Photo: Leslie Zhang / Prada

Set against the grandeur of the Prada Rong Zhai residence, the advertisement, lensed by photographer Leslie Zhang, presents a story of joy and optimism, a nod to the season’s festivities.

Zhao Lei, the face of the campaign, embodies the dragon’s dynamic spirit, showcased against a backdrop that marries tradition with the avant-garde flair of arthouse cinema.

Prada gears up for adventure with Zhao Lei in a tactical ensemble for the Chinese New Year 2024 ad.Pin
Prada gears up for adventure with Zhao Lei in a tactical ensemble for the 2024 Chinese New Year ad. Photo: Leslie Zhang / Prada

Each campaign image offers a freeze-frame of Prada’s festive narrative. The vivid hues, from the earthy tones of a camel coat to the deep blacks and crisp whites of tailoring, capture the essence of the fashion house’s aesthetic—timeless yet brimming with contemporary allure.

Prada's Chinese New Year 2024 campaign is a blend of tradition and modernity, featuring Zhao Lei.Pin
Prada’s 2024 Chinese New Year campaign blends tradition and modernity, featuring Zhao Lei. Photo: Leslie Zhang / Prada

Accessories are complementary and central to the narrative, with bags and eyewear assuming characters of their own, mirroring the versatility and layered meanings of the dragon zodiac.

Zhao Lei sports Prada's sleek sunglasses as the star of its Chinese New Year 2024 campaign.Pin
Zhao Lei sports Prada’s sleek sunglasses as the star of its 2024 Chinese New Year campaign. Photo: Leslie Zhang / Prada

While honoring heritage, Prada projects forward, mirroring the dragon’s ascent—constantly climbing, reaching for greater heights, and looking to the future with unwavering hope and boundless joy.


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