Prada and Gucci raise awareness of tiger protection with campaigns CNY – WWD
Prada and Gucci are linking their Chinese New Year campaign to a good cause for 2022, the year of the tiger in the Chinese zodiac.
As part of the “Action in the Year of the Tiger” project, Prada is donating to the China Green Foundation’s “Walking With Tiger and Leopard” program to raise awareness for the protection of wildlife and biodiversity in China.
It also includes an art project, which is an open invitation to creative talents under 30 in art schools in China and beyond to present their personal interpretation of the tiger, whether through painting, design or the sculpture. Entrants can submit their works via the Prada website.
All works will be judged by a jury made up of artists Liu Ye, Lu Yang and Goshka Macuga, and some will be chosen for use in a special project that will run throughout 2022.
Additionally, the brand is releasing festive visuals featuring brand ambassadors Li Yifeng and Chun Xia, shot by local photographer Liu Song, with set design inspired by the brand’s Spring 2022 Men’s Red Tunnel showcase.
The campaign promotes items from the brand’s spring selection, which includes red, black and white ski gear from the Linea Rossa line, Re-Nylon bags, chunky knitwear and pet accessories.
Gucci takes on a more literal meaning when it comes to celebrating the Year of the Tiger. The brand has launched a dedicated “Gucci Tiger” campaign featuring real tigers (pictured separately.) Photographed by Angelo Pennetta and designed by creative director Alessandro Michele, it features a wide range of ready-to-wear and of accessories decorated with tiger motifs, as well as a new print, a reinterpretation of a late 1960s archival design by Vittorio Accornero, who created Gucci’s signature Flora design, for next season of gifts.
All products in this collection will be packaged in themed packaging and special labels adorned with the all-over Gucci Tiger print.
The collection, launched on Tuesday, will be presented in all Gucci stores in China, as well as in department stores around the world.
In North America, Holt Renfrew Yorkdale and Holt Renfrew Vancouver will host dedicated Pop-Up experiences in Canada, while stores in New York Wooster, Chicago Michigan Ave, Las Vegas Forum Shops, Santa Clara Valley Fair and boutiques in Manhasset will offer also pop-up shops. creativity to showcase the collection.
Since February 2020, the brand has also supported wildlife through the Lion’s Share Fund, which raises funds to protect endangered species and their natural habitats.