The new Prada 2024 Lunar New Year ad campaign celebrates the start of the Year of the Dragon, a wise and powerful animal that in the Chinese zodiac symbolises prosperity and good fortune and which, according to an ancient myth, gave rise to the Chinese nation.

Starring Du Juan, supermodel, actress, currently featuring in Blossoms Shanghai, the campaign is set in the historic Prada Rong Zhai residence, a space opened by Prada in 2017 following meticulous restoration work and now home to cultural events organised by the Prada Group in China.

To mark the occasion, Prada is presenting an exclusive selection of men’s and women’s ready-to-wear, bags, footwear, jewelry, and accessories. The highlights of the women’s items on display are ultra-light organza skirts, either minimal or embellished with sequins, paired with knitwear made of fine materials and blazers with a belted waist, technical fabric pea coats and handmade tops in wool. Stand-out footwear includes satin sabots, brushed or patent leather loafers and black or white sneakers. The bags, meanwhile, range from the new Prada Buckle and the Prada Arqué to the sophisticated Re-Nylon and leather Re-Edition as well as soft leather styles, all available in black and grey and the warmest beige hues.

Iconic Re-Nylon takes on an important role in the menswear selection, across jackets, vests, trousers, and shirts, not to mention backpacks and travel bags. These feature alongside stylish camel brown or black coats and brushed leather lace-ups and loafers.