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Prada has unveiled a new festive advertising campaign to celebrate the Chinese Year of the Tiger.

As part of the program, the Italian brand will make a donation to the China Green Foundation, which runs the Walking with Tiger and Leopard program to help preserve wildlife and biodiversity in China. WWD writes about it.

Prada is also launching an art initiative for young artists under 30. They were invited to present their own rethinking of the image of the tiger. The works can be uploaded to the official website of the brand - they will be evaluated by a professional jury. The authors of the best will be able to take part in a special project during 2022.

As a reminder, in December 2021, the Prada Mode temporary space designed by Damien Hirst operated in Moscow.

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