Image Credit: PRADA
Prada Strengthens Chinese Cultural Ties with Jia Ling Appointment
In a strategic move to enhance its presence in China, Prada has named the celebrated film star Jia Ling as its newest brand ambassador. This announcement marks a significant step in Prada’s ongoing efforts to connect more deeply with Chinese culture.
Introducing Jia Ling: Prada’s New Face
On June 2, Prada unveiled Jia Ling as its latest ambassador through a visually captivating campaign. The images, featuring Ling in a classic Prada trench coat and showcasing the brand’s new Prada Galleria bag in Soft Grain, were shot by Shanghai-based female photographer Wang Ziqian.
Image Credit: PRADA
Positive Social Media Buzz
The partnership quickly garnered positive attention online. The hashtag “Jia Ling Prada” trended on Weibo for over seven hours, attracting 210 million reads, 46,000 discussions, and 333,000 interactions. Additionally, the hashtag #Prada选对人了 (Prada chose the right person) gained over 43 million views, reaching number six on Weibo’s hot search list for four hours.
Jia Ling’s Cinematic Achievements
Jia Ling, one of China’s most acclaimed actresses, made history with her directorial debut in the 2021 film *Hi Mom*, becoming the highest-grossing female director worldwide at the time. Her recent film *YOLO*, where she served as both director and actress, dominated the Chinese New Year box office, earning over $450 million (3.23 billion RMB) in February. Her physical transformation for the role sparked a nationwide boxing trend.
Expanding the Roster of Ambassadors
Ling joins an impressive list of Chinese icons associated with Prada. Last July, Prada announced a long-term partnership with China’s national women’s football team. Other ambassadors include table tennis player Ma Long, basketball player Yang Shuyu, and actor Li Xian.
Image Credit: PRADA
Diversifying Representation
This move aligns with Prada’s recent strategy to diversify its ambassadors beyond celebrities. In light of several star scandals in China, the brand has shifted its focus to athletes and other prominent figures to maintain its reputation on the mainland.
Cinematic Collaborations
Prada’s collaboration with Jia Ling also underscores its engagement with China’s rich cinematic culture. The brand has a history of partnering with the Chinese film industry, most recently launching a capsule collection with Wong Kar Wai’s TV series *Blossoms Shanghai*.
By integrating a beloved local star like Jia Ling, Prada not only strengthens its cultural footprint in China but also showcases its commitment to blending fashion with diverse and influential personalities.
