Prada

Jan 2024

Prada marks the transition into the Lunar New Year with a campaign that masterfully synthesizes heritage architecture and contemporary luxury. Captured by director and photographer Leslie Zhang, the campaign unfolds within the historic walls of Prada Rong Zhai in Shanghai, leaning into a cinematic atmosphere that bridges traditional East Asian aesthetics with the brand’s modern identity. Under the creative vision of Miuccia Prada, Raf Simons, and David James, the imagery employs a distinct chiaroscuro effect, utilizing natural light contrasted against artificial color gradients to carve out a moody, editorial narrative. Models Du Juan and Zhao Lei anchor the project, showcasing structured silhouettes and technical outerwear that command attention against the intricate backdrop of wood-paneled interiors and glowing glass partitions. The visual language favors a refined, commercial minimalism, where the focus remains sharp on the interplay of texture, from delicate floral embroidery to polished leather hardware. By integrating studio strobe lighting alongside soft, ambient warmth, the campaign achieves a balanced, timeless quality that feels both intimate and grand. This work serves as a sophisticated testament to the power of deliberate composition, where every element—from the strategic placement of a handbag on a vintage trunk to the deliberate symmetry of the subjects—is orchestrated to elevate the narrative of the collection while honoring the cultural resonance of the season.

Editorial, Commercial, Cinematic

Natural light

Luxury Fashion Houses, Fashion