A couple of weeks ago, I received an email from Prada announcing its S/S10 menswear campaign, essentially a nine-minute black-and-white film directed by the Chinese artist Yang Fudong. The video, which debuted today on Prada.com, was portrayed as “a timeless, dreamlike realm where anything is possible,” but what got me most excited were the company’s notes describing the concept behind the creation. See below:

The Original Idea/Inspiration:
1. “Spring” is beautiful, fuzzy, cozy and promising. As a Chinese saying goes, “The whole year’s work depends on a good start in spring…”
2. Black and white makes one feel distance, while distance makes one feel beauty …
English Title: < FIRST SPRING >
Chinese Title: ? ? ? ? , a short film
2010/35MM black and white film
Location: Shanghai