First Spring
"First Spring," the nine-minute black and white video directed by Chinese artist Yang Fudong, is Prada’s spring/summer 2010 men’s wear advertising campaign. It debuted Monday on the Prada website, and subsequent print ads will comprise stills taken from the film.
Mr. Yang shot the video in Shanghai at the end of 2009, with a troupe of models dressed in Prada, most of whom are of Asian descent. Finally, men of color taking centre stage of an international campaign with neither stereotypical references to Kung Fu or the like, nor a sense of fetishism of the Asian male gazed upon by others as an exotic specimen. What makes this campaign unique is Mr. Yang's artful ability to represent the Asian characters in the same realm as the rest of the cast. In other words, the mystery of the video is not limited to the depiction of the models of Asian descent. The entire ensemble participates in a visual and aural surreality that references Magritte, among others, and hints towards both straight and gay tensions of silent intimacy.
Inspired by the Chinese adage that "the whole year's work depends on a good start in spring," Prada boldly pushes the global envelope, for this season at least, in the right direction.
- via gay persons of color.
From: ROPtv
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