Prada reveals ‘Code Human’
In this article (5)
Chinese artist Cao Fei has entered into a collaboration with Prada on a special project, “Code Human”, starring Chinese idol Cai Xu Kun to showcase the Prada Fall/Winter 2019 menswear collection.
The project, which explores “the meaning of iconography, idolatry, fandom and adoration in our super-media age”, is part of a long-standing program of cross-media Prada campaigns and projects spanning the fields of design, architecture, cinema, and art. Prada continues in this campaign to collaborate with leading creative practitioners to explore the intersection of different cultural disciplines and experiences.
“Upon reflection, nobody is as crazy as Miuccia Prada to think of this pairing, asking a Chinese artist to photograph a Chinese ‘idol’,” said Cao Fei. “I was excited for many days afterward I received the proposal, not only because of Cai Xu Kun, but about the project itself, to have this opportunity to plumb these cultural depths, using a real-life ‘idol’ to communicate with the tens of millions of followers behind him. As an artist, you cannot ignore those who stand behind him. How should I represent somebody else’s idol?”
“Code Human” debuted on June 1 to coincide with Prada’s Spring/Summer 2020 fashion show in Shanghai.
Questions & Answers
Q.What is the purpose of Prada's "Code Human" project?
What is the purpose of Prada's "Code Human" project?
The project aims to explore the meaning of iconography, idolatry, fandom, and adoration in our current super-media age. It is part of Prada's ongoing program of cross-media campaigns.
Q.Which individuals are collaborating on Prada's "Code Human" project?
Which individuals are collaborating on Prada's "Code Human" project?
Chinese artist Cao Fei is collaborating with Prada on "Code Human", with Chinese idol Cai Xu Kun starring in the project. The collaboration shows the Fall/Winter 2019 menswear collection.
Q.When did the "Code Human" project officially debut?
When did the "Code Human" project officially debut?
The "Code Human" project debuted on June 1. This timing coincided with Prada's Spring/Summer 2020 fashion show, which took place in Shanghai.
Q.What did artist Cao Fei find particularly exciting about this project?
What did artist Cao Fei find particularly exciting about this project?
Cao Fei was excited by the opportunity to explore cultural depths, using a real-life idol to communicate with millions of followers. She also appreciated Miuccia Prada's unconventional pairing of an artist and an idol.
Reader pulse
Is Prada's 'Code Human' strategy effective for the Asian market?
16,010 votes so far