It's all about happiness in Prada's 2023 campaign called Memories of Beauty. The luxury fashion house is paying homage to the upcoming Lunar New Year and the year of the rabbit with a campaign that centers around singer Cai Xukun, Port of Call actress Chunxia, Shan Hai Qing actor Bai Yufan and model Du Juan. The art direction incorporates objects like record players and vintage phones, while the campaign itself was captured by emerging photographer Nick Yang.
Prada did not stop its Memories of Beauty campaign at the photoshoot stage. The luxury fashion label also released an exclusive ready-to-wear range for men and women. The new drop includes bags, accessories, and footwear, as well as some "luxe velvet garments [and] austere twill jackets." The capsule is available on Prada's website.
Image Credit: Prada, Nick Yang, <a rel='nofollow' href='https://hypebeast.com/2023/1/prada-lunar-new-year-rabbit-memories-of-beauty-campaign-collection'>hypebeast</a>, <a rel='nofollow' href='https://www.prada.com/us/en.html'>prada</a>
Why This Trend Is Growing
- Celebrating Lunar New Year in Fashion
- Opportunity for luxury fashion brands to create campaigns and ready-to-wear collections that honor the Lunar New Year and celebrate happiness.
- Incorporating Vintage Elements in Fashion Campaigns
- Opportunity for fashion brands to incorporate vintage elements such as record players and vintage phones in campaigns and create a nostalgic and happy mood.
- Releasing Exclusive Capsule Collections
- Opportunity for fashion labels to release exclusive capsule collections that complement their campaigns and drive e-commerce sales.
Industries Being Reshaped
- Luxury Fashion
- Prada's campaign and exclusive ready-to-wear range for the Lunar New Year presents opportunities for growth and innovation in the luxury fashion industry.
- Photography
- Emerging photographers like Nick Yang have opportunities to partner with fashion brands for campaigns and create visually stunning content.
- E-commerce
- The release of exclusive capsule collections on Prada's website demonstrates the importance of e-commerce for fashion brands and presents opportunities for growth and innovation.
