Click on header to return to front page.

New lux meets old lux

I usually don't bother writing about the big European labels like Prada because there are already so many bloggers doing a fine job of featuring them. This time, however, I felt slightly obligated because Prada's campaign for its spring line revolves around a 9-minute film shot by Yang Fudong, a Chinese artist. Yes, the feeling of obligation came from my being Chinese and my sharing the artist's last name. (Please don't roll your eyes!)

In Yang's piece, new luxuries literally meet China's old splendors as the slick Prada suits share the same frames with embroidered silk and dangling hair ornaments. Not a single word is spoken throughout the film, but I think there's a fairly clear message. The film reminds viewers that China, in its modern prosperity, is at a point where consumers can, much like in prosperous dynasties prior to the Communist Revolution, afford luxury products again.

Screenshots are below.
Beautiful people, clad in their mod Prada glory, descend into an unfamiliar place.

Appearing chic but bewildered, they look around.
A couple dressed in Prada's latest peer through a window and sees the creatures of this mysterious place.
Two men dressed in ancient China's best examine the pair of modern dandies.
Homme Spring 2010 has a harmonious dinner with the Song Dynasty.

The visitors try to leave but drop their mesh umbrellas and lose their balance as they attempt to fly away. They fall back into this world.
The last scene of the film-- the couple seems to be riding away on a trolley, but men wearing ancient garb follow them, and the meaning is ambiguous.

(If the costumes from this film are not representative of the Song Dynasty, please tell me. I'm pretty sure but not 100%.)

You can view the film on the Prada website.

Post a Comment

  © Blogger template Shush by 2009

Back to TOP