Prada '5/20' Spring 2022 Ad Campaign

Review of Prada ‘5/20’ Spring 2022 Ad Campaign by Director Lorenzo Gironi and Photographer Mark Kean with models Alexander Poole and Lina Zhang

Prada celebrates 5/20, China’s day dedicated to love, with a lush new campaign by director Lorenzo Gironi and photographer Mark Kean.

The unofficial though widely celebrated holiday is a sort of second Valentine’s Day, and owes its origins to the fun coincidence that “5/20” in Chinese sounds phonetically very similar to the words for “I Love You.”

Poole’s campaign imagery puts giftable Prada accessories into harmonious communication with vibrant floral arrangements, while Gironi’s film pushes the sense of romance and exhilaration through deft cinematography and editing set to a lush ambient soundtrack.

As China continues to be a huge and constantly growing market for luxury fashion, Prada – which has been particularly on the ball in courting Asian and international markets in general – is smart to capitalize on this country-specific event with gorgeous imagery that forms a vital celebration of springtime life and love.