Prada's "First Spring" Film by Yang Fudong

Prominent Chinese artist and avant-garde filmmaker Yang Fudong recently directed a film entitled ‘First Spring’ to represent “a new direction in Prada’s visual communications.” Inspired by the maxim, “a good year is determined by its spring,” the film is set in the streets of Shanghai, during the 30s & 40s. The black and white film follows young gentlemen—decked out in Prada menswear of course—as they travel through a dreamlike world meeting various characters throughout the city. Head over the Prada.com for the entire video.