Purpose and Values
Prada captures Chinese top model Chun Jin and real members of her family, recording a traditional reunion in celebration of one of the most important holidays of the year, the Lunar New Year.
After many months spent away, nostalgic Chun Jin is preparing to pause from mundane life, return to her hometown in China to re-connect with her family.
Childhood memories arise and materialize through her eyes: the physical journey itself is a way to underline the importance of sharing unforgettable moments and gifts with the beloved ones. The Prada Lunar New Year collection items properly chosen for each one become objects of unspoken love, by expressing emotion through the subtle ways favoured by the model’s culture.