First Spring (2010)

“First Spring” is Prada's latest collaboration with pioneering Chinese artist Yang Fudong. Featuring young man gathered in Shanghai, dressed in Prada menswear, the black and white film portrays a timeless, dreamlike realm where anything is possible. Inspired by the Chinese adage that “the whole years work depends on a good start in spring”, this bold and beautiful film represents an exciting new direction for Prada's visual communications at the start of this decade.