Prada and Gucci are linking their Chinese New Year campaign with a good cause for 2022, the year of the tiger in the Chinese zodiac.
Under the project “Action in the Year of the Tiger,” Prada is making a donation to the China Green Foundation’s “Walking With Tiger and Leopard” program to raise awareness for wildlife and biodiversity protection in China.
It also includes an art project, which is an open invitation for creative talents under 30 at art schools in China and beyond to present their personal interpretation of the tiger, whether via painting, design or sculpture. Participants can submit their works via Prada’s website.
All works will be judged by a jury comprising the artists Liu Ye, Lu Yang and Goshka Macuga, and some will be chosen for use in a special project taking place throughout 2022.