Archive for the ‘Yang Fudong’ tag

Yang Fudong’s New Prada Film – First Spring

Pioneering Chinese artist Yang Fudong has collaborated with Prada on ‘First Spring’, a nine minute black & white film featuring young men gathered in Shanghai, dressed in Prada menswear. The film is meant to portray a timeless, dreamlike realm, where anything is possible. WATCH IT HERE.

Inspired by the promise and opportunities of the new decade, Prada are excited to announce they have agreed with Fudong that the art project will officially become the Spring/Summer 2010 menswear advertising campaign. The film will debut exclusively across digital platforms from early February. Prada are proud to be launching this innovative new campaign concept with Fudong, who is among the most interesting and influential Chinese artists working today.

Inspired by the Chinese adage that “the whole year’s work depends on a good start in spring,” this bold and beautiful film represents an exciting new direction for Prada’s visual communications at the start of this decade.

‘First Spring’
Whatever should happen — the beautiful, the fantastic, the dreamlike …
A few young men are in Prada menswear…
As if in Shanghai of the 1930s or 40s, As if in cafés, ballrooms and backrooms in the dark of night, in all the merry places…
Whatever should happen would happen….
In the streets, in the crowds, you meet Chinese of different classes, from different times; like people in utterly different worlds, but meeting in Shanghai dozens of years ago….
Whatever should happen would always happen …
In the sky over this city,
They still see they’re walking under the parasols …
Dangerous beauty… promising beauty …
Whatever should happen …
Everything in the spring depends on …
A good start in the spring …
~Yang Fudong