Prada 2024 Chinese New Year Campaign by Leslie Zhang at Prada Rong Zhai AOC Fashion

Prada’s new advertising campaign for the 2024 Chinese New Year celebrates the Year of the Dragon. Photographer Leslie Zhang [IG] captures the images at the Prada-restored Rong Zhai cultural center in Shanghai.

The 2024 Lunar New Year campaign stars supermodel and actor Du Juan and Zhao Lei, the face of Yang Fudong’s film ‘First Spring’, currently on show at the Pradasphere II exhibition in Shanghai.

Power of the Dragon

According to ancient Chinese mythology the dragon is closely linked to the creation and origin of the Chinese nation.

One prominent myth tells the story of the Dragon Kings, who were powerful and influential deities in Chinese mythology. According to this myth, the Dragon Kings were responsible for controlling the waters, including rivers, seas, and rainfall, and were revered as protectors of the land.

The dragon's role in controlling the water was crucial for agricultural activities and the well-being of the people, contributing to the prosperity and growth of the Chinese nation.

Additionally, dragons are often associated with the emperor in Chinese culture, symbolizing imperial power and the authority of the ruling dynasty. The dragon's influence on Chinese mythology and its association with rulership further solidifies its connection to the creation and development of the Chinese nation.

Honoring Local Cultures

Prada’s approach to their 2024 Chinese New Year campaign is a less commercial approach that stands out in its sincerity. It comes on the announcement by Louis Vuitton that new K-Pop stars LE SSERAFIM are the house’s latest ambassadors.

Just as Prada images their new campaign by Shanghai-based Leslie Zhang at their own Prada Rong Zhai cultural center in Shanghai, Louis Vuitton shot their new campaign against the visual backdrop of Seoul’s Jamsugyo Bridge.