With its Chinese New Year 2025 campaign, Prada masterfully honors the harmony between personal expression and community expressed in the Year of the Snake. Photographer Oliver Hadlee Pearch and the brand's preferred creative director Ferdinando Verderi worked together to create the campaign.

With a straightforward but clever visual idea and an ambitious casting strategy that includes a wide range of well-known Chinese stars, the campaign has a significant impact. An undulating trail of crimson silhouettes flows from behind the cast pictures, cleverly expressing the visual strength of this year's zodiacal icon, the snake, through Verderi's creative imagery. The striking composition allows for each character's unique attitude and flair while simultaneously embracing the idea of community and togetherness that is important to New Year's celebrations.