Gearing up for its upcoming 2023 autumn and winter collection, luxury fashion powerhouse Prada has ventured into an exploration of human beauty through floral metaphors in its newly launched “Seed Project.”
In collaboration with independent flower retailers from Beijing, Chengdu, Guangzhou, Qinhuangdao, and Shanghai, Prada will distribute cornflower, poppy, and viola seeds. The move invites the public to participate in a communal act of planting, nurturing, and appreciating the beauty of these flowers.
From September 14 to 16, interested individuals can book an appointment via Prada’s official mini-program. Those who register will have the opportunity to visit the selected flower shops and collect a complimentary seed packet. Additionally, visitors can immerse themselves in the “Prada Blossom” experience, an exclusive filter designed to encapsulate and convey unspoken emotions, further encouraging a heartfelt connection with nature.
So far, the environmental initiative has gathered steam online with over 12 million views on China’s social media platform Weibo.
Prada’s latest initiative positions the luxury brand as a company invested in community engagement and environmental stewardship, resonating with increasingly eco-conscious consumers. Collaborating with local flower shops also grounds the global luxury brand in local communities, creating a bridge between the high fashion world and everyday experiences. Moreover, by offering something as universal and accessible as planting seeds, Prada broadens its audience reach beyond just its typical consumer base.