Prada marks Chinese New Year 2025 with an evocative campaign, We, The Snake, celebrating the profound symbolism of the snake in Chinese culture. Known for its elegance and mystique, the snake takes center stage as a metaphor for transformation, unity, and creative expression.
Through the lens of Ferdinando Verderi’s creative direction and Oliver Hadlee Pearch’s photography, the campaign reimagines the snake’s coiled form as a striking symbol of community. A winding chain of silhouettes, featuring Prada ambassadors Jia Ling, Li Xian, and Ma Long, alongside artists and cultural figures like Zhang Enli and Wu Hung, embodies the harmonious connections between individuals.
Prada also debuts an exclusive collection of ready-to-wear and accessories, including statement bags, pleated skirts with matching jackets, and luxurious men’s soft bags in a fresh green hue. To further enrich the narrative, the new Prada logo cleverly transforms into a snake with a head and tail.
Accompanying the campaign is Speaking of the Snake, a podcast hosted by Violet Wang, exploring the snake’s cultural and artistic significance. Episodes begin streaming on January 6, 2025, across major platforms. More information on prada.com/my/en/.
Read also: Burberry’s Lunar New Year Capsule Celebrates a Festive Fusion
