A nine-minute, black and white video, titled “First Spring” and directed by young Chinese artist Yang Fudong, has become Prada’s spring/summer 2010 men’s wear advertising campaign.
On Monday, the video will debut on Prada’s and the New York Times’ Web sites, followed by other digital platforms in February. Starting next month, print ads with images from the video will also join the campaign.
The video was shot in Shanghai at the end of last year. Fudong filmed young men dressed in Prada, but also in traditional Eastern outfits. The film’s hyper-real look toys with distinctions between fantasy and reality, mixing in cinematic references, too.