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Chinese New Year 2020: The best fashion campaigns

Chinese New Year 2020: The best fashion campaigns

Seeing red...but in a good way

Text: Stephanie Boey


Get hyped for Chinese New Year 2020 with these fashion campaigns dedicated to the Year of the Rat

This new decade incidentally comes with a new cycle in the Chinese zodiac. In Chinese folklore, there are 12 animals in the horoscope, starting with the rat followed by ox, tiger, rabbit, dragon, snake, horse, goat, monkey, rooster, dog and the pig; and the cycle continues with each animal being repeated every 12 years. As last year was the Year of the Pig, signalling the end of the cycle, we're back with the Year of the Rat, spearheading us into the new decade. If you're born in the Year of the Rat, our list of rat-themed fashion picks will definitely tickle your fancy.


If your zodiac is among the other 11, fret not. Your year is on the horizon. In the mean time, feast your eyes on our list of the best fashion campaigns to get your hype on in time for Chinese New Year.

 

Burberry

Chinese actress and Burberry brand ambassador Zhou Dongyu and models He Cong and Liang Jiyuan are ready for the Lunar New Year. Clad in striking crimson, this gang's all set for celebration! If you're looking for new CNY threads and accessories, check out the Burberry Lola bag which got a two-toned update in hues of red—perfect for all your ang pao storing needs! High up on our list: A limited-edition silk scarf equipped with the Thomas Burberry monogram motif with the Chinese rat zodiac worked into the logo. It'll make a great gift for those born in this zodiac year!

 

 

Dior

East meets West in Dior's capsule collection for Chinese New Year. Familiar silhouettes of the French fashion house such as Lady Dior, the Saddle Bag and Dior Book Tote receive a new look with oriental prints and motifs. Floral Chinoiserie adorn the modern classics in warm hues of red. The colour was one of Christian Dior's favourites, even to the extent of calling it "the colour of life".

 


Gucci

Disneyland is dubbed as ‘The Happiest Place on Earth' and since we're in the Year of the Rat, its apropos that Mickey Mouse opened his doors to celebrate the turn of the new year for Gucci's latest campaign. Alessandro Michele's colourful and playful vision for the fashion house works beautifully into the theme park set, and with Harmony Korine behind the lens, it combines into a sense of modern nostalgia. Read up on the full collection here.

 

 

Moschino

Known for the cheeky and camp style, Moschino and creative director, Jeremy Scott tie in cult cartoon Mickey Rat. Created by cartoonist Robert Armstrong, the menacing rodent is the edgy counterpart and obvious parody of Disney's hero star. Shot by Shxpir Huang, the campaign is upbeat and dynamic, starring Mia Kong and Jun Kai Qi as they wear key pieces from the capsule collection while they count mahjong tiles and get playful with lion dance mascots.

 

 

DVF

In this fun and fully illustrated video campaign, Diane von Furstenberg traverses continents with a stylish jet-setter rodent who's clad in a neck scarf and cat eye shades! The fashionable two start their journey with a yellow cab ride in New York City before they make their way East in a plane decorated in DVF's signature lip print. Upon their arrival, they head straight to their reunion dinner and you guessed it, the guests are all decked in von Furstenberg's iconic wrap dresses in the most cheerful set of prints to ring in the new year!

 

For more Chinese New Year-related stories, click here.

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