Prada Launches Interactive Douyin Challenge With Cai Xukun for Qixi – WWD

LONDON – Chinese music artist Cai Xukun once again appears in PradaChina’s Qixi Festival campaign to promote items for couples in China to show their affection for each other during one of the country’s most popular Valentine’s Day on August 14 .

PradaThe Qixi capsule features a new crystal-embedded Cleo bag, pink crystal-embellished top and skirt, as well as a silver Brique bag and loafers. They will be available on Prada website, WeChat Mini Program, and Tmall flagship, and select stores from July 26.

Cai Xukun stars in campaign Prada Qixi chiến

Cai Xukun starred in the Prada Qixi campaign.

The campaign was captured by emerging Chinese photographer Zeng Wu in a music studio. The brand has also released a film directed by AJ Duan that chronicles Cai’s creative process. The artist also created the “You Know What I Want” soundtrack for the campaign.

To maximize social engagement, the campaign comes with an interactive challenge on TikTok’s Chinese version of Douyin, inviting users to co-create a short video using a Prada Cleo bag.


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Huynh Nguyen

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