Purpose and Values
“Upon reflection, nobody is as crazy as Miuccia Prada to think of this pairing, asking a Chinese artist to photograph a Chinese ‘idol’. I was excited for many days afterwards I received the proposal, not only because of Cai Xu Kun, but about the project itself, to have this opportunity to plumb these cultural depths, using a real-life ‘idol’ to communicate with the tens of millions of followers behind him. As an artist, you cannot ignore those who stand behind him. How should I represent somebody else’s idol?”
Cao Fei, Artist
Exploring the meaning of iconography, idolatry, fandom and adoration in our super media age, Chinese artist Cao Fei collaborates with Prada on a special project, ‘Code Human’, starring Cai Xu Kun, the latest to join the Prada’s campaigns line-up, and showcasing the Prada Fall/Winter 2019 menswear collection.
‘Code Human’ is part of a long-standing programme of innovative, cross-media Prada campaigns and projects spanning the fields of design, architecture, cinema and art, and collaborations with leading practitioners across all these creative spheres, which explore the intriguing intersection of different cultural disciplines and experiences.