Italian luxury fashion house, Prada, has revealed a combined campaign and initiative to mark the Lunar New Year, which is the year of the tiger according to the lunar calendar.

The brand's 'Action in the Year of the Tiger' project will comprise a series of activations to raise awareness for the endangered big cat species, which is one of many at risk of extinction.

Actor and musician Li Yifeng and actress Chun Xia star in the complementary campaign, which was shot in collaboration with photographer Liu Song. Instead of using fiction, the images focus on gestures and interactions with the spectator, with the ultimate purpose of constructing a narrative that will hopefully create the necessary awareness to save the animal.

Prada has contacted art schools in China and around the world as part of the campaign, encouraging students to create their own creative interpretations of the tiger. The unrestricted freedom allows individuals to express themselves while simultaneously attempting to raise public awareness for the subject. A special jury of artists will judge the work, and a selection will be used for a project scheduled for 2022.

In addition, the Prada Group has stated that it will donate to the China Green Foundation's Walking with Tigers and Leopards program. The initiative disseminates biodiversity information to the general population with the goal of increasing public awareness of tiger and leopard conservation through education.