With the imminent arrival of the Year of the Dragon, global luxury and premium brands are strategically embracing the spirit of the Lunar New Year. Experience opulence this Lunar New Year as leading luxury brands take center stage with captivating campaigns. Witness the fusion of creativity as some brands join forces with prominent designers, elevating the celebration with exclusive collaborations that redefine Lunar New Year fashion.

These brands not only anticipate the festive season, but have orchestrated specialised collections that transcend traditional boundaries to captivate their coveted consumer base. 

Beyond the allure of exclusive product lines, these luxury labels have masterfully crafted campaigns that serve as visual narratives, weaving together the contemporary and the historically significant. 

Before the Lunar New Year falls on February 10, here are seven of the most notable campaigns and collections for this auspicious occasion.

1) Burberry 

Image source Burberry

Burberry’s approach to the Lunar New Year collection, maintaining its signature codes while incorporating British wardrobe archetypes, adds an exciting dimension to the celebration. The emphasis on houndstooth checks and rose prints, albeit with a refreshed twist, suggests a fusion of the quintessential British style with a nod to Chinese traditions.

Featuring a dedicated campaign shot in Chengdu, China, the local touch to the collection underlines the brand’s engagement with the Chinese market. Along with brand ambassadors Tang Wei and Chen Kun, plus other models and influential figures, Burberry’s strategy not only enhances the campaign’s visibility, but also aligns with the global and cultural significance of the Lunar New Year.

2) MCM x Bape

The collaboration between MCM, a German luxury label, and A Bathing Ape (Bape), a Japanese streetwear brand, for a Lunar New Year capsule is most notable for merging the distinctive elements of both brands. 

These two luxury brands collaborated for this lunar new year campaign
Image source MCM

Cementing their second collaboration, the collection combines Bape’s recognisable motifs with MCM’s signature Visetos monogram, resulting in a range of co-branded products that offer a playful take on graphic applications.

This includes the Shark Hoodie, backpack, belt bag, pouch, and tote, which suggests a diverse and comprehensive collection that spans different fashion categories. The collaborative effort extends beyond just incorporating logos, as it involves reimagining MCM’s classic silhouettes with Bape’s streetwear twist.

3) Self-portrait

the luxury brand, self portrait comes up with Chinese traditional concept for their lunar new year campaign
Image source ©SELF PORTRAIT Photography by Leslie Zhang

Han Chong’s Self-portrait, known for its contemporary and feminine designs, launched a dedicated Year of the Dragon special, adding a distinctive touch to the Lunar New Year. The brand enlisted notable women, including Malaysian model Ling Tan and actress Carina Lau, to lead the campaign, emphasising a global and diverse representation.

The campaign, shot in Shanghai by longtime brand collaborator Leslie Zhang, showcases its exclusive collection and incorporates cultural elements. The imagery draws inspiration from the annual tradition of sharing rituals, paying respect to the Lunar New Year with looks inspired by the cheongsam, a traditional Chinese gown.

This approach adds a cultural and festive depth to the collection, allowing customers to connect with the brand more meaningfully and on a deeper level.

4) Miu Miu

Miu Miu’s launch of its fourth Upcycled collection is accompanied by a campaign that indicates a continued commitment to sustainable fashion practices. 

The collection features pieces from the circular ‘Denim and Patch’ bags collection, showcasing a range of items like polo shirts, cardigans, cashmere slips, and most notably, upcycled jeans. This aligns with the growing trend in the fashion industry towards more sustainable and eco-friendly practices.

Image source Miu Miu

The Miu Miu Upcycled Patch bag, made from “leather remnants” from the brand’s designs, also serves as a core product. This move promotes environmental responsibility and demonstrates innovation in sustainable fashion, showcasing that upcycling can extend beyond clothing to accessories.

5) Mulberry x Mira Mikati

Image source Mulberry

To commemorate the Year of the Dragon, Mulberry collaborated with Lebanese designer Mira Mikati on  a capsule collection of bags, ready-to-wear fashion items, and accessories all of which  aimed to capture the season’s joyous spirit. 

The line’s central feature is an animated dragon, which appears alongside various vivid tassels, braided straps, and fringe. Among the highlights are updated versions of Mulberry’s Clovelly Tote and Mini Tote, as well as its iconic Antony messenger.

6) Barbour

Barbour Lunar New Year 2024 Collection
Image source Barbour

British outerwear expert Barbour enters the Lunar New Year race with a six-piece collection inspired by Chinese traditions. The selection includes a plaid shirt, sweatshirt, cap, and scarf, as well as two iconic Barbour designs like the wax jacket and diamond-padded coat, suggesting a comprehensive and versatile collection.

By incorporating traditional Chinese elements and symbols, Barbour not only pays homage to the Lunar New Year, but also demonstrates an understanding and appreciation of cultural nuances. The decision to infuse red into the collection aligns with the brand’s effort to create a meaningful and festive collection, making the pieces not only fashionable but also culturally resonant.

7) Koio

Koio Capri silhouette Lunar New Year Collection
Image source Koio

As Koio continues its tradition, the fourth consecutive year sees the release of an exclusive Lunar New Year sneaker, showcasing the brand’s commitment to both style and cultural celebration. The limited-edition sneaker proudly features Koio’s best-selling Capri silhouette, adorned this year with a custom dragon skillfully crafted by illustrator Dahan Chung.

True to Koio’s dedication to quality, each of these Lunar New Year sneakers are meticulously handcrafted in Italy using LWG Gold-certified leather. The unique design incorporates shades of white and red leather, symbolising purity, luck, and prosperity in alignment with the lunar traditions. Adding to an eco-conscious touch, the sneakers rest upon a partially recycled rubber sole, reflecting Koio’s commitment to sustainable craftsmanship.

As the Lunar New Year approaches, brands all over the world ignite the spirit of celebration with vibrant collections that blend tradition and contemporary flair. From symbolic motifs to auspicious colours, the fashion landscape is set ablaze with creativity and cultural resonance, ushering in the Year of the Dragon with collections priceless and as coveted as a dragon’s mountain of gold.

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