On April 23, Prada launched an online culture club with the release of “Prada April List” on WeChat and Xiaohongshu. The company invited four film directors, three singers, and three writers to recommend the top three picks in their respective fields, reports Jing Daily. According to the label’s statement, art and culture are important for people experiencing physical restrictions: they can help them reclaim their imagination and emotions, and regain peace and dignity.
Chinese netizens (or cybercitizens) have been impressed by the books, music, and movies lists shared by the featured talents. Given that many of the names are well-known in the cultural scene — such as Jia Zhangke, Pema Tseden, and Xu Zhiyuan, as well as Gen Z favorite Chace — the lists garnered nearly 500 likes and significant engagement on Xiaohongshu.
Prada has become a pioneer in building up dialogues between various creative minds since the house kicked off “Possible Conversations,” a series of digital talks exploring culture, fashion, and life, in April 2020. This dedication to connection continues amid Shanghai’s lockdown, a challenging period that has halted offline campaigns and retail. The membership-free online culture club aims to serve as a form of support — and secure the house’s loyal consumers, who appreciate the cultural integrity rooted in its brand identity.
