Review of Prada Lunar New Year 2025 Ad Campaign by Creative Director Ferdinando Verderi and Photographer Oliver Hadlee Pearch with models Jia Ling, Li Xian, Ma Long, Ma Yili, Yang Shuyu, Wu Hung, Peng Wei, Zhang Enli, Rossana Hu, Du Juan, Ju Xiaowen, and Zhao Lei
Prada brilliantly celebrates the balance of community connection and individual expression embodied in the Year of the Snake with its Lunar New Year 2025 campaign. The campaign was crafted in collaboration with the brand’s go-to creative director Ferdinando Verderi and photographer Oliver Hadlee Pearch.
The campaign makes a big impact through a simple yet smart visual concept and an ambitious approach to casting that features an expansive and eclectic lineup of notable Chinese talents. Cleverly translating the visual power of the snake, this year’s zodiacal icon, Verderi’s conceptual imagery sees an undulating trail of red silhouettes flow from behind the portraits of the cast. The striking composition at once embraces the aspect of community and togetherness at the heart of new year celebrations while making space for the distinct personas and individual style of each character.
Lunar New Year campaigns can often feel like an afterthought or a direct marketing play to the East Asian luxury market, rather than a considered extension of a brand’s narrative. Here, however, Prada seamlessly continues the idea of the character study that has been central to its recent campaigns – while still gaining a major marketing boost thanks to the huge number of Chinese netizens the campaign will reach thanks to its casting.
Prada Creative Directors | Miuccia Prada and Raf Simons
Creative Director | Ferdinando Verderi
Photographer | Oliver Hadlee Pearch
Models | Jia Ling, Li Xian, Ma Long, Ma Yili, Yang Shuyu, Wu Hung, Peng Wei, Zhang Enli, Rossana Hu, Du Juan, Ju Xiaowen, and Zhao Lei