Purpose and Values
Milan, 4th January 2022 - According to the lunar calendar, 2022 is the year of the tiger: the largest animal in the cat family but also one of the species at greatest risk of extinction. To raise awareness of its plight, Prada is celebrating the Lunar New Year with Action in the Year of the Tiger, a combined campaign and project dedicated to safeguarding this animal. The campaign stars actress Chun Xia. The images produced in partnership with photographer Liu Song, depict them her moving around an evocative red space. The result is a narrative built on gestures and direct, spontaneous interaction with the viewer.
The project Action in the Year of the Tiger is an invitation to all talented under-30s at art schools in China as well as international ones, to produce their own personal interpretation of the tiger. The artists have free rein to express themselves however they like using the languages of painting, design and sculpture. The students’ works will be judged by a special jury comprising the artists Liu Ye, Lu Yang and Goshka Macuga, and some will be chosen for use in a special project taking place throughout 2022.
The Prada Group is also contributing to the conservation of endangered Amur tiger by making a donation to Walking with Tiger and Leopard programme of China Green Foundation, that will share information of wildlife and biodiversity with the public by high-tech monitoring methods, and improve the awareness of tiger and leopard conservation by environmental education in order to create an “Eden of Big Cats” allowing tigers to live in harmony with humans.