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Special Projects
The Modern Tale
Prada celebrates the 2020 Qixi Festival with a dedicated selection
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Prada’s campaign for the launch of the collection dedicated to 2020 Qixi Festival has the magical and mysterious power of love at its heart.
Just like the Qixi tale of separation and the impossibility of experiencing love’s full potential, in the story told by Prada the stars finally align, allowing the lovers to meet and see their dreams come true.
The film offers a modern-day version of this traditional tale, following the two lead characters in parallel as they move through their respective worlds. As the story progresses, we follow the characters on their journey through scenes dressed in a contemporary visual language, through to the emotional reunion at the end.
Just like the Qixi tale of separation and the impossibility of experiencing love’s full potential, in the story told by Prada the stars finally align, allowing the lovers to meet and see their dreams come true.
The film offers a modern-day version of this traditional tale, following the two lead characters in parallel as they move through their respective worlds. As the story progresses, we follow the characters on their journey through scenes dressed in a contemporary visual language, through to the emotional reunion at the end.
Prada celebrates the 2020 Qixi Festival with a special selection of men’s and women’s items, narrated through an evocative, modern retelling of the Qixi legend.
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