Saturday, January 23, 2010

First Spring

Stills from First Spring – a ten-minute film by Yang Fudong viewable on the Prada site. In overall intention the film is a promotion for Prada's upcoming line of menswear. It is, in other words, a commercial – no different in its motivation than the bludgeoning ones for cars or laxatives shown on American television. Except with Yang Fudong there is no storyline, no overt attempt to promote the product. Instead, a series of anxious fantasies, the clean contrary of the phony reassurance that underlies mainstream advertising.