10 Captivating Lunar New Year fashion campaigns you can’t miss this year

Lucky vibes only


By Benedict Unang

Featured images courtesy of respective brands
10 Captivating Lunar New Year fashion campaigns you can’t miss this year

As the Lunar New Year draws closer, a range of luxury fashion houses have fully embraced the festive spirit, unveiling enchanting collections that reverently pay homage to the traditions of the East. Whether it entails blending mythical creatures into sumptuous fabrics or refreshing classic designs with ancient symbols, each creation stands as a testament to the meticulous craftsmanship and attention to detail synonymous with these prestigious labels. Read on to discover 10 collections that will immerse you in the festive vibe and ring in the Year of the Dragon with style. 


Bottega Veneta

In celebration of the Chinese New Year, Bottega Veneta reveals a short film titled ‘The First Sunrise with You, starring the House’s ambassador Shu Qi. Directed by Jess Jing Zou, the cinematic piece follows the award-winning actress and a group of friends as they immerse in the beauty of the dawn, embodying the spirit of new beginnings. They are all adorned in the latest styles, which include the chic two-toned Andiamo and Sardine bags, Orbit sneakers, and a bespoke Jodie bag with a unique dragon-tail handle.  

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Ralph Lauren

Ralph Lauren makes an elegant statement with its latest campaign, celebrating the vibrancy of red, an auspicious hue in Chinese culture. Classic designs such as the Polo Bear sweater, short-sleeve cardigan and polo shirt have been reimagined in the distinctive Ralph Red shade. Adding an extra layer of sophistication to the line, classic fit overshirts are embellished with intricate frog knots, while jumpsuits and bomber jackets feature detailed dragon embroidery.

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Burberry’s Lunar New Year campaign revolves around a symphony of rich scarlet hues, showcasing a collection that artfully blends British wardrobe archetypes such as the houndstooth check and seasonal rose print with contemporary design flair. The English house also introduces a fresh take on classic checks, along with new eyewear styles that capture the spirit of the festive season. Complementing the campaign is a short film featuring the brand’s global community, including brand ambassadors Tang Wei and Chen Kun as they navigate the streets of Chengdu. 

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Gucci hops on the red trend for their Lunar New Year campaign, showcasing a collection that effortlessly marries chic casual wear with the lucky shade. Throughout the collection, dragon prints grace silk dresses and skirts, while the iconic GG logo embellishes cardigans and jacquard tops. Other than that, mini bags and card cases feature the baby dragon print, highlighting the GG Supreme silk canvas. Chinese actress Tian Xiwei has been tapped as the face of the campaign and embodies the flavours of the collection through intimate portraits. 

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Loewe takes a distinct path this year by releasing a collection of bags, charms and fine jewellery that nods to the intricate craftsmanship and vibrant palette of Chinese jade sculpture. The Spanish house worked with master jade carvers Xiaojin Yin, Qijing Qiu and Lei Cheng, who crafted limited-edition pendants individually hand-carved and mounted on 18-carat gold chains. Meanwhile, the Flamenco Purse Mini bags have been reimagined in various tones inspired by the carefully selected antique jade carvings. The Jade collection is spotlighted in a new campaign lensed by David Sims, starring the label’s latest brand ambassador, Yang Mi. 

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Emporio Armani

Emporio Armani combines laid-back silhouettes with refined styles in its Lunar New Year collection, showcasing a variety of black, red, and white garments adorned with dragon prints. The accessories are equally striking, with choices like leather trainers, virgin-wool scarfs, wristwatches and stainless steel pendants. Adding star power to the campaign this year are Song Weilong and Jackson Yee.

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Dior’s Lunar New Year campaign celebrates the most romantic feelings with a plethora of interwoven blossoms and butterflies adorning its collection. The artistic motif by Pietro Ruffo accents an array of pieces, including wrap-around knits, denim jackets and relaxed T-shirts. Classic carry-ons like the Book Tote, Lady D-Lite and Lady D-Joy also feature this enchanting motif, alongside Walk’nDior and D-Connect sneakers to round out the look.

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Mulberry teams up with Lebanese designer Mira Mikati to release a vibrant series marked by Mikati’s perpetual optimism and joyful iconography. A lively palette of Azure, Candy Pink, Acid Yellow and splashes of bright green is applied to the collection, which spans from Mulberry bags to 3D keyrings and small leather goods. What also punctuates the collection is a cheerful dragon animation as well as a delightful mix of bright tassels, braided straps and fringes. Notably, the leather used in crafting the Mulberry x Mira Mikati collection is sourced from environmentally accredited tanneries and maintains a carbon-neutral footprint.

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Kate Spade New York

This festive season, Kate Spade New York is all about comfy style as it unveils a collection that includes a roomy tote bag, a tie-neck dress and a crew neck sweater. Each piece is decorated with gold dragon motifs, but the true standout of the line is the dazzling jewellery pieces. From earrings to pendants and rings, each accessory showcases captivating dragon designs set with faux pearls. 

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A post shared by Moschino (@moschino)

Moschino’s latest collection features the beloved characters from the classic arcade game ‘Bubble Bobble’ to celebrate the Year of the Dragon. Within the limited-edition capsule collection, you’ll find the twin dragon brothers, Bub and Bob, along with their close buddies on crew neck sweaters, denim jackets, and trousers. Similarly, accessories such as the hobo bag and high-top sneakers are adorned with these adorable characters.

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