Festive Vogue Campaigns to Usher within the Lunar New Yr

The Lunar New Yr usually sees outstanding style homes harness the ability of celebrities within the area to not solely goal this Asian demographic however to additionally capitalise on their model ambassadors. Maybe now greater than ever, the luxurious trade sees simply how vital the Chinese language market is and through the use of the motifs of the dragon, the quantity “8”, and together with the jade stone on jewelry as symbols of fertility, abundance, and luck, manufacturers are not-so-subtly tapping into this ever-growing market. LUXUO discusses how manufacturers incorporate their very own home codes whereas creating designs which have the “Lunar New Yr” enchantment.

Learn Extra: LVMH Revenues Soared in 2023 Regardless of Financial Challenges


This yr Boss collaborated with famend novelist and calligrapher Feng Tang on a dragon-themed capsule assortment that took inspiration from conventional Chinese language calligraphy. Feng Tang took cues from Chinese language characters and conventional patterns, crafting a contemporary and minimalist calligraphy fashion that showcases the dragon character because the hero motif of the gathering. Singer and actor Leo Chen takes middle stage because the face of the Boss’ Lunar New Yr marketing campaign. Born within the Yr of the Dragon, the younger musician has garnered widespread consideration for his dedication and fervour for music, “making him an emblematic determine for the brand new technology”, in line with the model. Followers of Boss will discover unique items for the Yr of Dragon that embrace basic crimson and black tones with milky white accents.

Bottega Veneta

Bottega Veneta launches its Lunar New Yr marketing campaign, starring actress Shu Qi. Directed by Jess Jing Zou, The First Dawn with You celebrates the primary dawn of the yr, displaying totally different characters as they welcome the daybreak in quite a lot of panoramic settings. Underneath the inventive course of Matthieu Blazy, the movie is Bottega Veneta’s fourth collaboration with Jess Jing Zou. The First Dawn with You carries themes of journey and togetherness whereas centering on the singular second of the brand new yr’s daybreak. Because the characters transfer and stroll, the movie captures Bottega Veneta items in movement, with a highlight on unique designs for the Chinese language New Yr capsule assortment. The gathering is themed across the Yr of the Dragon, with highlights together with Andiamo, Sardine, Orbit sneakers, and a bespoke Jodie with a dragon-tail deal with.

Giorgio Armani

Giorgio Armani’s tackle their 2024 Lunar New Yr collection sees international picture ambassador Hu Ge sporting items impressed by the Yr of the Dragon. The lads’s assortment incorporates components of sportswear with the usage of double-faced knitted materials on sweaters and jumpers. As seen on Hu Ge, the general print incorporates the designed image of the dragon yr. The darkish color palette is reversed for the ladies’s choice nevertheless, which sees beige as the principle color scheme on the ladies’s items adorned with festive delicate crimson elaborations


Kenzo’s Lunar New Yr assortment contains a full line of ready-to-wear items for women and men, together with a gender-neutral choice every with graphic representations of the dragon. Kenzo has taken the legendary creature alongside the fortunate quantity “8”, thought of the luckiest quantity in China, and playfully utilized it to denim, woven, knit and jersey items, in addition to an array of equipment.


Loewe celebrates the Lunar New Yr with a set of Flamenco Purse Mini baggage in colors impressed by the hues of hand-picked vintage jade carvings. Dubbed “the Jade assortment”, the items pay homage to grasp carving from the traditional to the up to date, devoted to the intricate craft and colors of Chinese language jade sculpture. Alongside having Chinese language actress and international model ambassador, Yang Mi entrance the marketing campaign, Loewe commissioned grasp jade carvers to create a collection of 5 limited-edition pendants, individually hand-carved and mounted on an 18-carat gold chain.


Coach’s “Yr of the Dragon” assortment was crafted in collaboration with the artist Lian Yang and options Coach ambassador Wu Jinyan. The gathering blends conventional Chinese language imagery with the home’s personal distinctive particulars to create items that seize the festive spirit of the brand new yr. Drawing inspiration from the traditional Chinese language artwork type of rock portray, Yang showcases symbolic motifs akin to cloud patterns, and lotus flowers, captured in suave embroidery—a nod to the heritage of workmanship Coach shares with Yang.

Max Mara

Max Mara’s Lunar New Yr 2024 assortment places emphasis on the “Max the Dragon” a brand new fashionable protagonist for the home. The gathering takes inspiration from the standard celebrations of the Lunar New Yr in a vibrant palette of crimson, and floral prints harking back to Scandinavian wildflower gardens.  From the convergence of style and folkloric fantasy emerges a set wealthy within the romance of the fjords and the regal splendor of the Lunar New Yr celebrations.

For extra on the most recent in luxurious style and model campaigns, click on right here.


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