Prada Is Protecting The Tigers This Chinese New Year

Prada is taking the opportunity this Chinese New Year to shed the light on the plight of the tiger. Given how the big cat is a species at great risk of extinction, the Italian house has embarked on the Action In The Year Of The Tiger campaign.

This involves making a donation to the Walking with Tiger and Leopard Programme of China Green Foundation to support the conservation of the endangered Amur tiger in the region. This donation will also assist the non-governmental organisation in its public outreach to educate the public on wildlife and biodiversity protection and improve the awareness of tiger and leopard conservation by environmental education.

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The Chinese New Year campaign is also centred around giving young creatives a platform to showcase their talent. The brand is inviting students under 30 from art schools around the world to submit their personal interpretation of the tiger using various forms of medium including painting and sculpture.

The submissions will be judged by a panel comprising artists such as Liu Ye, Lu Yang and Goshka Macuga, and selected works will be chosen to be part of a special project taking place throughout this year.

In addition to this, Prada is paying homage to China's bustling entertainment scene by tapping stars Li Yifeng and Chun Xia to be part of its vibrant festive campaign produced in collaboration with Shanghai-based photographer Liu Song.

Scroll down to have a peek at the images.

Liu Song/Prada

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Liu Song/Prada

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Liu Song/Prada

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