Prada is ushering in the Lunar New Year with a groundbreaking campaign that transcends traditional celebrations as the world prepares to enter the Year of the Snake. The luxury brand, renowned for its creative ingenuity and forward-thinking approach, takes an unexpected turn by exploring the snake as a symbol of individual strength, unity, and connection. The campaign “We, The Snake” reflects Prada’s deep commitment to embracing cultural storytelling while showcasing an exceptional collection of fashion and art.
The Snake: A Symbol of Transformation and Community
In Chinese culture, the snake is often associated with mystery, transformation, and wisdom—qualities that Prada’s new campaign elegantly channels through a reimagined visual narrative. Traditionally viewed as a solitary creature, the snake is now reinterpreted as a powerful emblem of community, collaboration, and shared experiences. Under the creative direction of Ferdinando Verderi and lens of photographer Oliver Hadlee Pearch, the campaign blurs the line between individuality and togetherness.
The stunning visual campaign features a diverse group of ambassadors, influencers, and artists, each representing different facets of cultural and professional life. The lineup includes brand ambassadors Jia Ling, Li Xian, Ma Long, Ma Yili, and Yang Shuyu, as well as celebrated art historian Wu Hung, Chinese contemporary artists Zhang Enli and Peng Wei, architect Rossana Hu, and models Du Juan, Ju Xiaowen, and Zhao Lei. Each figure is cast in a symbolic chain of human silhouettes, their fluid, coiling forms evoking the shape of a snake—an elegant visual metaphor for the interconnectedness of humanity. The campaign shifts the snake from a solitary symbol to a collective force, intertwining people from various disciplines to embody unity and shared purpose.
An Exquisite Capsule Collection: A Tribute to Elegance and Modernity
In tandem with the campaign, Prada unveils an exclusive selection of ready-to-wear pieces and accessories that reflect the same principles of fluidity and harmony. The collection juxtaposes classic Italian luxury with contemporary design, capturing both the essence of the snake’s serpentine grace and the precision of modern craftsmanship.
Women’s offerings include structured leather bags, like the cubic top-handle bag adorned with golden hardware, exuding sophistication and practicality. For a more minimalist aesthetic, the brand introduces a sleek, pared-back tote bag and a shoulder bag with removable accessories, offering versatile styling options. On the apparel side, Prada presents pleated skirts paired with matching jackets or blouses, and dresses accentuated by subtle yet intricate embellishments that speak to the brand’s mastery of fine detailing. For men, the collection’s focus is on relaxed, voluminous silhouettes, with coats and blazers that echo the undulating lines of the snake. Soft, green-toned bags serve as the perfect complement to these pieces, exuding an effortless elegance that balances function and form.
Perhaps most striking of all is the reimagined Prada logo itself. In a bold visual gesture, the iconic logo is transformed into a sinuous rope that coils around the lettering before growing into a full snake—its head and tail completing the serpentine loop. This dynamic design embodies the snake’s fluidity while reinforcing the theme of transformation and continuity.
“Speaking of The Snake”: A Cultural Podcast Series
Expanding on the cultural dialogue set forth by the campaign, Prada will launch an exclusive podcast series on January 6, titled “Speaking of The Snake.” Hosted by Violet Wang, the series offers a deeper exploration of the snake symbol through the lens of art, architecture, and cultural history. The podcast will feature a diverse group of guests, including Wu Hung, a distinguished art historian and professor at the University of Chicago; renowned contemporary artists Zhang Enli and Peng Wei; and Prada ambassador Jia Ling. These thought leaders will engage in fascinating discussions that bridge Eastern and Western interpretations of the snake, shedding light on its powerful symbolism across cultures.
In addition to addressing the snake’s spiritual and cultural significance, “Speaking of The Snake” will delve into how this creature has influenced the fields of art and film, exploring its representation in various media and the enduring relevance of its symbolism. Through this multifaceted conversation, Prada continues its tradition of fostering cultural exchange, encouraging audiences to engage with the brand on a deeper level than just fashion. The podcast will be available on Apple Podcasts and the Xiaoyuzhou platform, offering listeners a unique and enriching experience that complements the visuals and narratives of the campaign.
A Celebration of Transformation and Connection
Prada’s Lunar New Year celebration embodies more than just a nod to tradition—it is an exploration of how timeless symbols like the snake can evolve to reflect contemporary values of unity and interconnectedness. Through the “We, The Snake” campaign, Prada invites its audience to consider the power of community, transformation, and shared experience, while also showcasing its ability to push creative boundaries.
As the Year of the Snake unfolds, Prada’s thoughtful and sophisticated approach offers a new vision for celebrating Lunar New Year—one that integrates the past with the future, art with fashion, and East with West. This year, Prada not only commemorates the arrival of the snake but also reflects its own ongoing transformation, forging deeper connections through culture, design, and conversation.
Written by: Lydia Kelly
Published: 7th January 2025