How Are Luxury Fashion Brands Celebrating Chinese New Year In 2021?

On Friday 12 February, millions of people around the world will raise a glass and wish each other, Guò nián hǎo! – or Happy New Year in English. Coinciding with the new moon in Asia, 2021’s Chinese New Year will mark the Year of the Ox, signifying hard work and prosperity for the year ahead. For luxury fashion brands, Chinese New Year offers the perfect opportunity to push retail sales in China and offer regular and new customers something special.

Brands are turning to social media to appeal to the vast Asian market, specifically We Chat, the Chinese social media app which has over 1 billion monthly users. According to Vogue Business Index, Gucci and Calvin Klein recently topped consumer search growth on We Chat, following Gucci’s successful Epilogue collection in collaboration with popular manga character Doraemon. Whilst e-retailer Mytheresa has launched a virtual styling game on We Chat, allowing their Asian clients to style virtual avatars and directly shop their outfits. Even Adidas has used TikTok, or Douyin as it is known in China, to appeal to a younger demographic releasing a fun campaign featuring magic tricks and Kungfu.

Adidas Chinese New Year campaign | Adidas

Many luxury brands have incorporated red into their Chinese New Year capsule collections, the traditional colour worn to symbolize fire and bring good luck. Using the hashtag #FendiCNY, Fendi have reimagined some of their most classic bags such as the Peekaboo and Iconic Mini in deep red and pastel pinks, whilst Chloe and Valentino have followed suit, launching special versions of their best-selling leather goods in vibrant red hues.

Fendi 2021 capsule collection campaign for Chinese New Year | Fendi

Harry Winston Premier Chinese New Year Ox Automatic 36mm | Harry Winston

Versace’s Lunar New Year 2021 Capsule, consists of 41 carefully curated pieces featuring the brands iconic Medusa Amplified print on jackets, t shirts, trainers and baseball caps. Casual attire has similarly hit the mark at Giorgio Armani, Kenzo and Burberry who have all included stylised baseball caps in their Lunar New Year collections – a must have covetable and affordable accessory. Ox symbolism has played a big part in campaigns by Prada, BOSS and Salvatore Ferragamo whilst luxury jewellery brands such as Alighieri and Chopard have used the ox motif on precious necklaces, bracelets and watches. Pulling out all the stops is Harry Winston’s limited edition Premier Chinese New Year Ox Automatic 36mm watch. But you’ll have to be quick - there are only 8 of the rose gold, diamond encrusted timepiece available. 

If you are celebrating Chinese New Year, TFLE wish you a Guò nián hǎo!