Self-portrait Lunar New Year campaign. Credits:
Self-portrait/Leslie Zhang.
As the Year of the Dragon looms, luxury and premium brands from around
the globe are banking on specialised Lunar New Year collections to draw in
their desired consumer. Alongside the exclusive lines, such labels are also
feeding buyers with standout campaigns, each designed to encapsulate the
seasonal holiday and its deeply historic traditions. Ahead of the occasion,
which is to take place February 10, FashionUnited has rounded up some of
the most notable campaigns and collections for this year.
Barbour
Barbour Lunar New Year collection. Credits: Barbour.
British outerwear specialist Barbour entered the Lunar New Year race
with a six-piece collection honouring Chinese traditions. A plaid shirt,
sweatshirt, cap and scarf are among the curation, as are two classic
Barbour designs – the wax jacket and diamond-padded coat, both with a
special label embroidered into the lining. At the core of the collection is
a bright red hue, which the brand said was featured as a statement colour
to symbolise success and good fortune.
Boss
Boss Lunar New Year campaign in collaboration with Feng
Tang. Credits: Boss.
For its own celebratory collection, Boss collaborated with novelist and
calligrapher Feng Tang on a dragon-themed capsule that drew inspiration
from Chinese calligraphy. Inspiration from the art form’s characters and
patterns can be seen throughout the line, while the symbolic dragon is
placed at the core as the hero motif. Both men’s and women’s pieces
complete the collection, merging the brand’s signature collegiate-style and
gender-neutral classics with an aesthetic that aims to radiate a Chinese
festive spirit.
Boss Lunar New Year campaign in collaboration with Feng
Tang. Credits: Boss.
Burberry
Burberry Lunar New Year campaign. Credits: Burberry.
In keeping with the brand’s signature codes, Burberry’s Lunar New Year
collection focused on British wardrobe archetypes, showcasing features like
houndstooth checks and rose prints with a refreshed twist aligning with the
festive period. The looks were showcased in a dedicated campaign shot in
Chengdu and sported by the brand’s ambassadors Tang Wei and Chen Kun, among
other models and influential figures.
Burberry Lunar New Year campaign. Credits: Burberry.
MCM x Bape
MCM x Bape, Lunar New Year collection Credits:
MCM
In what is now the duo’s second collaboration, German luxury label MCM
and Japanese streetwear brand A Bathing Ape (Bape) came together on a
capsule for Lunar New Year. The pieces merge Bape’s recognisable motifs
with MCM’s signature Visetos monogram, resulting in a selection of
co-branded products that aim to offer a playful take on graphic
applications. Among them are a Shark Hoodie, backpack, belt bag, pouch and
tote, which sit alongside other MCM silhouettes, each reimagined with
Bape’s own streetwear twist.
MCM x Bape, Lunar New Year collection Credits:
MCM
Read more:
* MCM and Bape reunite for Lunar New Year collection
Tommy Hilfiger x Clot
Tommy Hilfiger x Clot, Lunar New Year campaign imagery.
Credits: Tommy Hilfiger.
Tommy Hilfiger also favoured collaboration for its own seasonal
collection, partnering with Clot on a line that celebrated the streetwear
label’s 20th anniversary. Inspired by Chinese youth culture, the duo worked
together on 23 “bold new classics”, rejuvenating Hilfiger archive pieces in
what looked to portray an “East-meets-West sensibility”. Among the
offerings are that of a reversible bomber, tracksuit, rugby shirt and
crewneck, each emblazoned with dragon prints and other co-branded monograms
further cementing the sense of collaboration.
Tommy Hilfiger x Clot, Lunar New Year campaign imagery.
Credits: Tommy Hilfiger.
Self-portrait
Self-portrait Lunar New Year campaign. Credits:
Self-portrait/Leslie Zhang.
Han Chong’s Self-portrait was another to launch a dedicated Year of the
Dragon special this year, appointing a cast of notable women – namely
Malaysian model Ling Tan and actress Carina Lau – to lead the campaign,
shot in Shanghai by longtime brand collaborator Leslie Zhang. Like the
brand’s coinciding Lunar New Year collection, the imagery draws on the
annual tradition of sharing rituals, paying tribute to the holiday with
looks inspired by the cheongsam – a traditional Chinese gown.
Self-portrait Lunar New Year campaign. Credits:
Self-portrait/Leslie Zhang.
Fendi x Pokémon x Fragment
Fendi x Frgmt x Pokémon collection Credits:
Fendi
Italian fashion brand Fendi partnered with game franchise Pokémon and
Hiroshi Fujiwara’s streetwear label Fragment on a celebratory collection of
apparel, bags and accessories. Suitably, the stars of the collection were
dragon-type Pokémons, including ‘Dragonair’, ‘Dratini’ and ‘Dragonite’, who
each featured on various staple pieces, such as Fendi’s iconic Peekaboo and
Baguette bags, among others.
Fendi x Frgmt x Pokémon collection Credits:
Fendi
Read more:
* Fendi unveils collaboration with Fragment and
Pokémon
Miu Miu
Miu Miu's Upcycled denim campaign for Lunar New Year.
Credits: Miu Miu/Jet Swan.
Coinciding with the release of its fourth Upcycled collection, Miu Miu
has unveiled an accompanying campaign to both introduce the capsule and
celebrate the impending Lunar New Year. In it, pieces from the circular
‘Denim and Patch’ bags collection can be seen alongside polo shirts,
cardigans and cashmere slips, with a particular emphasis on upcycled jeans.
It is also the first collection to include bags among the upcycled
offering, with the Miu Miu Upcycled Patch bag, made out of “leather
remnants” from the brand’s designs, existing as a core product.
Miu Miu's Upcycled denim campaign for Lunar New Year.
Credits: Miu Miu/Jet Swan.
Prada
Prada Lunar New Year campaign. Credits: Prada.
Like its sibling brand, Prada also set about making a dedicated Lunar
New Year campaign. For it, a series of portraits depicting the essence of
arthouse cinema capture a number of notable Chinese figures – among them,
supermodel and actress Du Jaun, and the face of Yang Fudong’s film First
Spring, Zhao Lei. The talents are displayed amid a contemporary Chinese
cultural scene set in the Prada Rong Zhai residence, both sporting a
selection of exclusive men’s and women’s ready-to-wear and accessories,
some of which incorporate the brand’s circular Re-Nylon concept.
Prada Lunar New Year campaign. Credits: Prada.
Mulberry
Mulberry x Mira Mikati - Lunar New Year collection
Credits: Mulberry
Together with Lebanese designer Mire Mikati, Mulberry celebrated the
Year of the Dragon with a capsule collection of bags, ready-to-wear and
accessories that each look to showcase the season’s “joyous spirit”. A
dragon animation is at the core of the line, appearing as a motif alongside
an array of bright tassels, braided straps and fringing. Among the
highlights are refreshed takes on Mulberry’s Clovelly Tote and Mini Tote,
as well as its signature Antony messenger.
Mulberry x Mira Mikati - Lunar New Year collection
Credits: Mulberry
Read more:
* Mulberry teams up with Mira Mikati for Year of the
Dragon
Valentino
Yang Zi in Valentino's Lunar New Year campaign. Credits:
Valentino.
Putting a particular emphasis on the house’s mainstay hue ‘Rosso
Valentino’, the luxury fashion label Valentino launched its own Chinese New
Year collection for 2024 with a series of red adorned garments that aim to
deepen the brand’s reverence for local culture. Ambassadors Yang Yang and
Yang Zi are at the forefront of the campaign, each donning a selection of
the exclusive collection, including a red VLogo Jacket, the Garavani VLogo
Signature slingback, the VLogo Loco mini bag and One Stud sneakers.
Yang Yang in Valentino's Lunar New Year campaign.
Credits: Valentino.
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