Prada statement: We, the Snake
The fashion house ties its campaign to the Chinese zodiac
Prada welcomed 2025 with a new advertising campaign inspired by the year’s symbol according to the Chinese zodiac, the Green Wood Snake. The brand reimagined and visualized the snake’s form, where its coiling shape symbolizes the concept of community. Under the creative direction of Ferdinando Verderi and captured by photographer Oliver Hadlee Pearch, the campaign features a series of visuals showcasing a chain of human silhouettes. Among them are Prada ambassadors, art historians, artists, and architects.
The campaign also introduces a new interpretation of the Prada logo, depicted as a twisting rope that transforms into a snake.
Featured in the campaign are ambassadors Jia Ling, Li Xian, Ma Long, Ma Yili, and Yang Shuyu. Photographer: Oliver Hadlee Pearch.