“Memories Of Beauty” - The New Prada Campaign For The Lunar New Year 2023

According to the Lunar calendar, 2023 is the year of the rabbit – a gentle, elegant and contemplative animal. Prada is marking the start of the year with the Memories of Beauty campaign, which celebrates memory and the sharing of happy moments connected to Lunar New Year.

The campaign stars renowned singer Cai Xukun, previously the iconic face of the Prada 520 and Prada Lunar New Year 2021 campaigns; actress Chunxia, who was named Best Actress at the Hong Kong Film Awards for her performance in Port of Call; actor Bai Yufan, fresh from his success in the series Shan Hai Qing; and model and actress Du Juan.

Up-and-coming photographer Nick Yang is known for his poetic work that captures the sensual and surreal aspects of reality, and his images depict the stars alongside tangible objects that bear witness to a moment from their past. These form the basis for unique stories that evoke memories linked to Lunar New Year, conjuring up its feelings and emotions. The result is a series of captivating and intimate visual narratives, balancing past, present and future.

The theme of the campaign is echoed in a social media project named Memories of Beauty Poster – which invites WeChat users to create their own custom portrait combining an image of an object from their Lunar New Year celebrations and a current photo.

To mark the launch of the project, Prada is presenting an exclusive selection of men’s and women’s ready-to-wear, bags, footwear and accessories. The highlight of the women’s items is the new Prada Moon bag, a contemporary reworking of an iconic 2000s model with a harmonious and bold style.

The men’s selection includes velvet garments, austere twill jackets, brushed leather lace-ups, square bags stamped with the Prada triangle logo and nappa leather sneakers with large volumes. The collection is available from January 2023 online at prada.com and in selected Prada stores.

Credits:

Talents: Cai Xukun, Chunxia, Bai Yufan, Du Juan
Campaign Photographer: Nick Yang
Still Life Photographer: Zhongjia Sun
Video: KC