The Italian fashion house doesn’t just celebrate the Lunar New Year with a gorgeous collection, but also aims to raise funds and awareness for the endangered creature with its Action in the Year of the Tiger campaign.

According to the lunar calendar, 2022 is the year of the tiger: the largest animal in the cat family and a symbol of majesty and power, but also one of the species at greatest risk of extinction. Prada is celebrating the Lunar New Year with a combined campaign and project dedicated to safeguarding this legendary animal.

The stars of the campaign are actor and actress Li Yifeng and Chun Xia in a photo series produced in partnership with photographer Liu Song. The images and video forgo any fictional elements and instead depict Li Yifeng and Chun Xia moving around an evocative red space. The result is a narrative built on gestures and direct, spontaneous interaction with the viewer. Yet this is only the basis for multi-layered narrative that devolves around the campaign mission. Starting from the most visible Prada symbol, its logo, which is transformed into a powerful icon based on classical Chinese techniques and the tiger’s characteristic attributes, the core of the campaign is indeed a collective ‘action’.

In addition to fashion campaign, Prada has also initiated an art project inviting art schools students across China to create artworks with their own interpretation of the tiger, where the selected pieces will then be used in other special projects to come this year.

The Prada Group is also committed to making a donation to the Walking with Tiger and Leopard program of the China Green Foundation which shares information of wildlife and biodiversity with the public, and improve the awareness of tiger and leopard conservation by environmental education.