# Luxury Animal Protective Initiatives Prada Welcomes the New Year with the Tiger Protection Project By Amy Duong | Published 2022-01-09 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/tiger-protection References: [hypebeast](https://hypebeast.com/2022/1/prada-lunar-new-year-tiger-protection-initiative) Italian fashion house [Prada](https://www.trendhunter.com/trends/couleur-vivante) welcomes the upcoming Year of the Tiger with the [Tiger Protection](https://www.trendhunter.com/trends/limited-edition-cocktail) initiative to protect the endangered species. The brand dubs the project 'Action in the Year of the Tiger' and it is meant to raise awareness for the species, kicking off with a campaign that features two stars. Famous singer Li Yifeng is joined by actress Chin Xia to bring light to the concern. The photographs are captured by Liu Song and it focuses on the movement and interaction with viewers to tell the story that inspires others to help the cause. Prada also works alongside art schools all across China and at a global scale to display their interpretation of what the animal means to them. Image Credit: Prada ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 34% | Activity: 54% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) ## Key Themes ### What's Driving This Trend - **Animal Protection Initiatives in Luxury Brands:** The rising trend of animal and wildlife protection in high-end fashion brands provides opportunities for collaboration with conservation organizations and promotion of sustainable fashion practices. - **Celebrity-endorsed Awareness Campaigns for Endangered Species:** Celebrity endorsements can be a powerful tool for raising awareness and promoting conservation efforts for endangered species, as seen in Prada's Tiger Protection Project campaign. - **Artistic Interpretation of Wildlife for Environmental Conservation:** The use of artistic interpretation to raise awareness for environmental conservation and protection of wildlife can create unique and engaging campaigns, such as collaborating with art schools to display their interpretation of endangered species like Prada's initiative with the Tiger Protection Project. ### Who This Affects Most - **Fashion:** Fashion industry players can seek opportunities to promote and integrate sustainable and eco-friendly practices, such as animal protection initiatives, in their brand values and products. - **Wildlife Conservation:** Collaboration with luxury brands and celebrities can bring attention and contribute to the funding of wildlife conservation and protection projects. - **Art and Design:** Incorporating art and design in promoting environmental conservation and protection of wildlife can create engaging and thought-provoking awareness campaigns, as seen in Prada's initiative of collaborating with art schools for the Tiger Protection Project. ## Related on Trend Hunter - [New Year-Themed Luxury Campaigns](https://www.trendhunter.com/trends/gucci-tiger.md) - [Chinese Tradition-Celebrating Accessory Collections](https://www.trendhunter.com/trends/2025-chinese-new-years.md) - [New Year-Inspired Fashion Collections](https://www.trendhunter.com/trends/2025-lunar-new-year-campaign.md) - [Cinematic Fashion Films](https://www.trendhunter.com/trends/the-tiger.md) - [Lunar New Year-Celebrating Collections](https://www.trendhunter.com/trends/lunar-new-year-2024-collection.md) - [Luxury Lunar Year Capsules](https://www.trendhunter.com/trends/luxury-lunar-year.md) - [Familial Spirits Campaigns](https://www.trendhunter.com/trends/family-spirit.md) - [Lunar New-Year Luxury Fashion](https://www.trendhunter.com/trends/year-of-the-snake-collection.md) - [Lunar New Year-Inspired Accessories](https://www.trendhunter.com/trends/lunar-new-year-accessories.md)