“Action in the Year of the Tiger” from Prada brings awareness of tigers’ risk of extinction
High luxury fashion brands have become crazy with Chinese Lunar calendar this season as Prada is not the first and only to fall for this theme. Dior and Etro, for example, already alluded to its culture by the re-interpretation of its 2022’s animal zodiac sign, the water tiger, and by playing with Kung Fu Panda movie’s main characters, in that order. Each one with a unique point of view payed tribute all agreeing on red tones and a glance to Asian tradition. Prada, nevertheless stood up with a more evident allusions by bringing real tigers to its shooting sets.
At first, this strategy may seem an extravaganza (another high fashion industry’s whim). Nevertheless, let me tell you it was thought to raise awareness and ask for change as tigers are both a symbol of majesty and power and one of the species at greatest risk of extinction. On its new campaign, Prada then, presented “Action in the Year of the Tiger“, a combined campaign and project dedicated to safeguarding this legendary animal.
Famous Chinese singer/actor Li Yifeng and actress Chun Xia were the chosen ones to star the campaign. A proposal captured with both images and a video, produced in partnership with photographer Liu Song who placed them on an evocative red space, in which they were moving around on a spontaneous narrative. All gestures, and interaction between viewers were real and no deliberated at all, so naturalness and transparency were noticeable.
Mainly track-wear, the small collection included iconic Prada’s iconic accessories on a new red, white and black code and slim tracksuits with, again, red, white and black tones placed on side stripes. A pattern of white and black flowers also captivates public’s eyes.
Prada Group, concerned of its chance to make things better also contributed to the conservation of the endangered Amur tiger with a donation to “Walking with Tiger and Leopard” Programme of China Green Foundation.