Fashion houses often use the Lunar New Year to leverage the power of Asian celebrities to reach out to this demographic and to make them their brand ambassadors. Perhaps now more than ever, the luxury industry sees just how important the Chinese market is and by using the motifs of the dragon, the number “8”, and including the jade stone on jewellery as symbols of fertility, abundance, and luck, brands are not-so-subtly tapping into this ever-growing market. LUXUO discusses how brands incorporate their own house codes while creating designs that have the “Lunar New Year” appeal.
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Boss
Boss has collaborated this year with novelist and calligrapher Feng Tang to create a capsule dragon collection, which was inspired by traditional Chinese writing. Feng Tang drew inspiration from traditional Chinese patterns and characters to create a modern, minimalist calligraphy that features the dragon as the main motif. Singer and actor Leo Chen takes center stage as the face of the Boss’ Lunar New Year campaign. Born in the Year of the Dragon, the young musician has garnered widespread attention for his dedication and passion for music, “making him an emblematic figure for the new generation”, according to the brand. Boss fans will be able to find pieces that are exclusive for the Year of Dragon. They feature classic black and red colors with white accents.
Bottega Veneta
Bottega Veneta launches its Lunar New Year campaign, starring actress Shu Qi. Jess Jing Zou is the director. The First Sunrise With You This film shows different characters in various panoramic settings welcoming the first sunrise of the new year. Under the creative direction of Matthieu Blazy, the film is Bottega Veneta’s fourth collaboration with Jess Jing Zou. The First Sunrise With You carries themes of travel and togetherness while centering on the singular moment of the new year’s dawn. As the characters move and walk, the film captures Bottega Veneta pieces in motion, with a spotlight on exclusive designs for the Chinese New Year capsule collection. The collection revolves around the Year of the Dragon. Highlights include Andiamo sneakers, Sardine sandals, Orbit shoes, and a custom-made Jodie bag with a dragon tail handle.
Giorgio Armani
Giorgio Armani’s take on their 2024 Lunar New Year series sees global image ambassador Hu Ge wearing pieces inspired by the Year of the Dragon. The men’s collection incorporates elements of sportswear with the use of double-faced knitted fabrics on sweaters and jumpers. The overall print on Hu Ge incorporates the designed dragon year symbol. The dark colour palette is reversed for the women’s selection however, which sees beige as the main colour scheme on the women’s pieces adorned with festive subtle red embellishments
Kenzo
Kenzo’s Lunar New Year collection features a complete line of ready-to-wear pieces for men and women, including a gender-neutral selection each with graphic representations of the dragon. Kenzo has taken the mythical creature alongside the lucky number “8”, considered the luckiest number in China, and playfully applied it to denim, woven, knit and jersey pieces, as well as an array of accessories.
Loewe
Loewe celebrates Lunar New Year in style with the Flamenco Purse Mini bag collection, which is inspired by hand-picked antique carvings. Dubbed “the Jade collection”, the pieces pay homage to master carving from the ancient to the contemporary, dedicated to the intricate craft and colours of Chinese jade sculpture. Loewe also commissioned five limited edition pendants to be hand-carved by master jade carvers and mounted on a 18-carat-gold chain.
Coach
Coach’s “Year of the Dragon” collection was crafted in collaboration with the artist Lian Yang and features Coach ambassador Wu Jinyan. The collection blends traditional Chinese imagery with the house’s own distinctive details to create pieces that capture the festive spirit of the new year. Drawing inspiration from the ancient Chinese art form of rock painting, Yang showcases symbolic motifs such as cloud patterns, and lotus flowers, captured in artful embroidery—a nod to the heritage of craftsmanship Coach shares with Yang.
Max Mara
Max Mara’s Lunar New Year 2024 collection puts emphasis on the “Max the Dragon” a new stylish protagonist for the house. The collection draws inspiration from the traditional celebrations for the Lunar New Year. It features a vibrant palette in reds and floral prints inspired by Scandinavian wildflower garden. Fashion and folkloric fantasies have merged to create a collection that is rich in romance and regal splendor.
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