In the Chinese Zodiac, 2022 is the year of the tiger, and Prada is using this as an opportunity to raise awareness for tiger protection with a campaign titled ‘Action in the Year of the Tiger.’ As a part of the Italian brand’s mission, Prada, an Italian luxury fashion house, will be donating to China Green Foundation’s “Walking with Tiger and Leopard” program to raise awareness of biodiversity awareness and protection in China.
The campaign includes an art project, which invites all creatives under 30-years-old who are currently attending art schools in China and beyond to come up with their own artistic interpretation of the tiger in any medium they see fit. Submissions can be found on Prada‘s website.
The jury for these artworks is comprised of multiple artists, including Liu Ye, Lu Yang, and Goshka Macuga. The art chosen by the jury will be in use for a special Prada project throughout 2022.
Prada brand ambassadors Li Yifeng and Chun Xia will star in festive visuals for this new campaign, shot by local photographer Liu Song, which takes cues from Prada’s men’s spring 2022 “red tunnel” showcase.
