Instead of relying solely on traditional campaigns, Prada transforms a classic legend into a cinematic and interactive journey.
The brand revisits the myth of two star-crossed lovers—one celestial, one mortal—separated by fate and reunited once a year.
But rather than telling it in an ancient setting, Prada relocates the romance to the vibrant city of Shanghai.
Chinese ambassadors Li Xian and Chen Haoyu lead this reimagined love story. Their journey unfolds across Shanghai’s most symbolic bridges.
The campaign’s film captures them wandering through seven bridges along Suzhou Creek, creating an elegant metaphor for connection.
Each structure symbolizes both separation and unity. They pass over the Zhejiang Road Bridge, Shanxi Road Bridge, and others.
From the historic Waibaidu Bridge to the modern Yangpu Bridge, the scenery enhances the tale of fleeting love and persistent hope.
Prada stated these bridges serve as “silent thresholds,” emphasizing how deep connections can overcome any divide.
