Prada has unveiled its Lunar New Year capsule collection, celebrating the Year of the Snake with an innovative campaign titled “We, The Snake,” which reimagines the snake’s serpentine coils and transforms them into a powerful symbol of community and togetherness.
Under the creative direction of Ferdinando Verderi, renowned photographer Oliver Hadlee Pearch captured a diverse cast of characters, including Prada ambassadors Jia Ling, Li Xian, Ma Long, Ma Yili, Yang Shuyu; artists Peng Wei and Zhang Enli; art historian Wu Hung; architect Rossana Hu; and models Du Juan, Ju Xiaowen and Zhao Lei. The campaign images depict the individuals as a winding series of silhouettes, their curves mirroring the sinuous form of the snake.
To complement the campaign, Prada has launched an exclusive capsule collection of ready-to-wear and accessories. Standout pieces include a structured leather cubic bag with gold hardware and an elegantly minimalist tote, both with subtle snake motifs.
Women’s pieces feature sophisticated pleated skirts paired with coordinating jackets, while the men’s collection presents relaxed silhouettes in coats and blazers, complemented by exclusive green soft bags. The snake motif is cleverly integrated into the collection, with a new version of the iconic Prada logo featuring a serpentine rope that wraps around the lettering and grows a head and tail to transform into a snake.
To add depth to the campaign, Prada introduces “Speaking of the Snake,” a thought-provoking podcast series hosted by Violet Wang. The podcast explores the role of the reptile in various contexts and the arts, taking listeners on a fascinating journey of discovery. The episodes will be available on Apple Podcasts and the Xiaoyuzhou platform starting January 6th.
The accompanying campaign film, directed by Dorothy Sing Zhang, brings additional dynamism to the project, uniting the entire cast in a compelling visual narrative that further reinforces the theme of unity.
