According to the Chinese calendar, Lunar New Year 2024 is marked by the sign of the dragon. For the festive occasion in February, luxury and premium brands from all over the world are relying on special New Year collections to appeal to their desired customers. The collections are accompanied by eye-catching campaigns designed to reflect the holiday and its centuries-old traditions. The Chinese Lunar New Year takes place on February 10th. FashionUnited has already put together some of the most notable campaigns and collections for this year.
Barbour
The traditional British brand Barbour is launching a six-piece collection for the New Year that is intended to honor Chinese traditions. In addition to a checked shirt, sweatshirt, hat and scarf, the collection also includes two classic Barbour designs: a waxed cotton jacket and a padded coat, both with a special embroidered label. The core element of the collection is a bright red, which is intended as a statement color to symbolize success and happiness, according to the brand.
boss
The Metzingen fashion group Hugo Boss collaborated with the Chinese writer and calligrapher Feng Tang for its Lunar New Year collection. His capsule collection is all about the dragon and was inspired by Chinese calligraphy. Influences from the characters and patterns of this art form can be found throughout the collection, while the symbolic dragon is the main motif at the center of the collection. Comprising men’s and women’s fashion and gender-neutral classics, the capsule combines the aesthetics of Chinese holiday tradition with the brand’s signature collegiate style.
Burberry
In keeping with the British heritage house’s signature codes, Burberry’s Lunar New Year collection focuses on the archetypes of the British wardrobe: the label presented designs in houndstooth and rose prints that were given a fresh twist to celebrate the holiday. The looks were featured in a campaign featuring brand ambassadors Tang Wei and Chen Kun and other models and celebrities, shot in the Chinese city of Chengdu.
MCM x Bape
The Munich luxury label MCM and the Japanese streetwear brand Bape have chosen one for the Lunar New Year joint capsule collection merged. The resulting looks combine Bape’s recognizable signature with the bag specialist’s characteristic monogram. The result is a capsule with graphic applications and a variety of patterns. Classic MCM silhouettes have been given a streetwear twist by Bape and, in addition to crossbody bags, backpacks and luggage, the collection also includes a hoodie with Bape’s signature sharp teeth on the hood.
Tommy Hilfiger x Clot
The US brand Tommy Hilfiger has also gotten support and teamed up with Clot for a collaboration. The collection not only celebrated the New Year, but also the 20th anniversary of the streetwear label. Inspired by Chinese youth culture, the two brands created 23 “bold new classics” and modernized items from the Hilfiger archive according to the motto “East-meets-West”. The collaboration includes a reversible bomber jacket, tracksuit, rugby shirt and crewneck sweater, all decorated with prints of dragons and shared monograms to highlight the brands’ collaboration.
Image: Tommy Hilfiger.
Self portrait
Designer Han Chong’s label Self-Portrait also launched a special collection this year to mark the Year of the Dragon. He enlisted well-known women for the campaign – including Malaysian model Ling Tan and actress Carina Lau – who were photographed in Shanghai by Leslie Zhang, an employee of the label. Like the accompanying collection, the campaign’s imagery also draws on the tradition of shared rituals during celebrations. The looks are meant to pay tribute to the holiday and were inspired by a traditional Chinese dress called a cheongsam.
Fendi x Pokémon x Fragment
The Italian fashion house Fendi has teamed up with the Japanese media franchise Pokémon and the brand of the Japanese musician Hiroshi Fujiwara and created a collection consisting of clothing, bags and accessories. The motif highlights of the collection are the Pokémon characters Dragonair, Dratini and Dragonite, which adorn Fendi classics such as the Baguette bag.
Miu Miu
Italian luxury label Miu Miu is celebrating the Lunar New Year with its fourth upcycling collection and an accompanying campaign. The focus of the collection is on denim and the upcycled pieces consist of the old bag collection ‘Denim and Patch’. For the first time, the luxury brand has transformed its old bags into new polo shirts, cardigans and sweaters. The centerpiece of the collection is the ‘Upcycled Patch Bag’, which was made from leftover leather.
Image: Miu Miu/Jet Swan.
Prada
Prada also joins the celebrations. The Italian fashion house portrays well-known Chinese personalities such as supermodel and actress Du Jaun and singer Zhao Lei in its campaign. The portrait series is intended to reflect the essence of arthouse cinema, according to the brand. The subjects portrayed are shown in the middle of a modern cultural scene in the Prada Rong Zhai residence. Juan and Lei present a selection of exclusive women’s and men’s clothing and accessories, partly made from the label’s Re-Nylon fabric.
Mulberry
Image: Mulberry
Collaborating with Lebanese designer Mire Mikati, Mulberry celebrated the Year of the Dragon with a capsule collection of bags, ready-to-wear and accessories designed to reflect the “joyful spirit” of the season. The centerpiece of the campaign is the motif of an animated dragon, which appears alongside colorful tassels, braided straps and fringes. Key pieces of the capsule include new versions of Mulberry’s Clovelly Tote and Mini Tote, as well as the signature Antony messenger bag.
Image: Mulberry
Valentino
The Italian luxury label has presented its own collection for Chinese New Year. The bright red designs are the brand’s nod to local Chinese culture. The brand ambassadors Yang Yang and Yang Zi are the focus of the campaign and show exclusive pieces from the collection, such as a jacket or a mini bag.
Image: Valentino.
This translated post previously appeared on FashionUnited.uk. Translation and editing: Pia Schulz