EXCLUSIVE: Prada Celebrates Year of the Snake, Launches Capsule
MILAN — Prada’s campaign for Lunar New Year 2025 celebrates the start of the Year of the Snake, with images that reinterpret the coils of the animal that is much respected in Chinese culture.
Photographed by Oliver Hadlee Pearch, under the creative direction of Ferdinando Verderi, the “We, The Snake” campaign features brand ambassadors Jia Ling, Li Xian, Ma Long, Ma Yili and Yang Shuyu; art historian Wu Hung; artists Peng Wei and Zhang Enli; architect Rossana Hu, and models Du Juan, Ju Xiaowen and Zhao Lei and a snake-like chain of human silhouettes.
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Prada said the curves of the coils “trace twisting spirals and become a visual representation of the concept of community, documented as a winding row of people from a variety of disciplines who interact and bring to life this sign of the Chinese zodiac. The campaign transforms the snake — typically perceived as an archetype of individualism — into a figure devoted to sharing.”
The campaign includes a film directed by Dorothy Sing Zhang featuring the entire cast.
There is also a new version of the Prada logo as a sinuous rope that surrounds the lettering grows a head and tail and turns into a snake.
At the same time, Prada is launching an exclusive selection of ready-to-wear and accessories, which include a leather top-handle cubic bag with golden hardware; a pared-back, minimal tote, and a shoulder bag with removable tricks.
Outfits feature a pleated skirt design paired with a matching jacket or blouse, and dresses embellished with applications.
For men, two exclusive soft bags in a new green hue accessorize coats, blazers and trousers with voluminous shapes and relaxed silhouettes.
The snake is also the protagonist of Prada’s new podcast “Speaking of the Snake,” curated and hosted by Violet Wang to accompany the campaign, aiming to explore the reptile’s role in different contexts and in the arts.
The episodes will be released on Apple Podcasts and the Xiaoyuzhou platform starting from Jan. 6.
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