Prada QIXI 2021 Campaign

Prada celebrates the Chinese Qixi Festival with a new campaign starring Cai Xu Kun

TO CELEBRATE the Chinese Qixi Festival, Prada has unveiled a captivating new campaign starring the multi-talented singer-songwriter, Cai Xu Kun.

Photographed by Shanghai-based image-maker Zeng Wu – named by the British Fashion Council as one of the most innovative and inspiring young creative talents from around the world in 2019 – and directed by up-and-coming director AJ Duan – with creative direction by Wu Woo – the hypnotic visuals showcase an exclusive unisex capsule collection to the tune of You Know What I Want, created by Kun especially for the campaign.

Prada’s Qixi Festival campaign starring Cai Xu Kun
Prada’s Qixi Festival campaign starring Cai Xu Kun

Celebrating the traditional Qixi Festival – the Chinese Valentine’s Day –  through an original reworking of the Qixi legend, the striking images depict Kun in his studio as he creates and records a track, before turning it into the perfect holiday gift by placing it in a bold new version of the iconic Prada Cleo bag.

Prada’s Qixi Festival campaign starring Cai Xu Kun

Dripping in glittering gemstones, the envy-inducing accessory is introduced alongside a crystal-embellished pastel-pink top and dress for women, as well as a silver Brique bag and chunky leather loafers for men.

Prada’s Qixi Festival campaign starring Cai Xu Kun

Marking the arrival of this special season with a signature Prada flair, the collection is available now online, in selected Prada boutiques and at the Prada Wechat Mini Program pop-up store.

by Joshua Hendren

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