As part of its S/S 10 menswear campaign, Prada collaborated with Chinese artist Yang Fudong on a nine minute film titled
“First Spring”. Inspired by the Chinese adage that “the whole year’s work depends on a good start in spring,” the film depicts men floating above a deserted Shanghai street, dining in a lavish restaurant and accompanying women who happen to be wearing Prada looks from the S/S 10 womens collection. Actors in traditional Chinese dress, old streetcars and horses give the film a vintage feeling. While the plot is abstract and there is no dialogue, the film conveys deep emotional intensity, and its overall effect is sublime.
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