Lunar New Year
Youth Discourse
Prada pays homage to the 2019 Lunar New Year celebrations with a special digital campaign dedicated to modern Asian youth culture and style. At the turn of year, it is not only a moment to reflect, but also to walk into a hopeful future and to share moments with family and friends.
Directed by Emmy-nominated, LA-based young American Chinese talent Christine Yuan, the film brings together a group of new generation Asians to an unspecified space. Dressed in Prada’s latest collection, the group of young men and women wander from room to room, chatting and sharing the ritual of their roots and identities.
Bathed in a nostalgic retro hue the protagonists’ confident pose look to the future.
An exclusive collection of bags, footwear and accessories with the “MY CHARACTER” service is available in selected Prada stores and on prada.com.
Credits
Director
Christine Yuan
Cast
Sijia Kang, Jingwen Li, Ziwei, Huan Zhou, Daniel Li, Cameron Lee Phan