As the Year of the Dragon approaches, luxury and premium brands around the globe are launching specialized Lunar New Year collections to attract eager consumers. This year, brands are not only showcasing exclusive lines but also captivating campaigns that honor the festive spirit and rich traditions associated with the holiday. With Lunar New Year set for February 10, FashionUnited highlights standout campaigns and collections from 11 notable brands making a mark this season.
1. Barbour
Celebrating Tradition with a Six-Piece Collection
Barbour embraces the festive spirit with a collection inspired by Chinese traditions, featuring a bright red plaid shirt, sweatshirts, and a special edition wax jacket adorned with a good fortune emblem.
2. Boss
Dragon-Inspired Capsule with Feng Tang
Boss teams up with calligrapher Feng Tang for a dragon-themed collection that merges collegiate style with Chinese festive aesthetics. This collection beautifully blends gender-neutral designs with traditional elements.
3. Burberry
British Style Meets Chinese Festivities
Burberry’s collection showcases classic British wardrobe staples, like houndstooth checks and rose prints, reimagined for Lunar New Year. The campaign features prominent Chinese ambassadors, enhancing its cultural resonance.
4. MCM x Bape
Playful Streetwear Collaboration
In their second collaboration, MCM and Bape offer a vibrant capsule featuring playful graphic applications, including iconic streetwear pieces like hoodies and bags that celebrate the festive spirit.
5. Tommy Hilfiger x Clot
East Meets West in Bold Classics
Tommy Hilfiger celebrates 20 years of Clot with a collection that revitalizes classic designs through the lens of Chinese youth culture. Expect reversible bombers and tracksuits adorned with dragon motifs.
6. Self-Portrait
Honoring Traditions Through Fashion
Self-Portrait’s campaign, shot in Shanghai, features prominent women in stunning pieces inspired by the traditional cheongsam, celebrating the cultural significance of the holiday.
7. Fendi x Pokémon x Fragment
Gaming Meets Luxury Fashion
Fendi’s unique collaboration with Pokémon and Hiroshi Fujiwara’s Fragment brings dragon-type Pokémon to life on luxury apparel and accessories, perfect for fans of all ages.
8. Miu Miu
Upcycling for a Sustainable New Year
Miu Miu introduces its fourth Upcycled collection, merging sustainability with celebration, featuring pieces crafted from leather remnants and upcycled denim, all highlighting the festive spirit.
9. Prada
Art Meets Fashion in Celebratory Portraits
Prada’s Lunar New Year campaign features portraits of notable Chinese figures, showcasing a blend of contemporary culture and luxury fashion at the Prada Rong Zhai residence.
10. Mulberry x Mira Mikati
Joyous Spirits in Vibrant Designs
Collaborating with designer Mira Mikati, Mulberry’s collection includes bright tassels and playful dragon motifs, capturing the joy of the Lunar New Year through refreshed bag designs.
11. Valentino
Red for Prosperity and Culture
Valentino embraces the holiday with a collection drenched in the iconic Rosso Valentino hue, featuring luxurious garments adorned in red, highlighting the brand’s deep respect for local culture.
With these vibrant collections, brands are not just celebrating the Lunar New Year; they’re weaving together tradition, culture, and innovation in ways that resonate with consumers around the world.
