PRADA / FIRST SPRING

That day might finally have arrived. The latest Prada menswear campaign is grounded by a nine minute film from established Chinese artist Yang Fudong. The video debuted this week on Prada's site and the New York Times online, with the view to follow with a print campaign - featuring stills from the film - in February.

While a short film may be nothing out of the ordinary, we reflect on the Audrey Tautou and Chanel campaign of last year and realise that the reason Prada's latest effort is so stunning is its lack of blatant product placement. The film, set in old world Shanghai quite literally intertwines the collection with traditional Chinese costumes. The reference also nods to the expanding luxury market, both digitally and in particular in China. The film oozes whimsy and beauty and takes viewers on a journey deep into the Miuccia's psyche when dreaming up the collection.

Sit back and take it in... and designers - take note.

www.prada.com
www.yangfudong.com.cn