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Chinese New Year 2021: The festive fashion campaigns to begin the countdown to the Year of the Ox

Chinese New Year 2021: The festive fashion campaigns to begin the countdown to the Year of the Ox

Ox-picious time

Text: Joan Kong


From Burberry's thought-provoking short film to Gucci’s cheery Doraemon campaign, find out how the brands are welcoming Lunar New Year

It’s T-minus three days ’til Chinese New Year! Amidst the implemented MCO and the controversial SOPs (get your latest updates here), we’re all set to usher in the Year of the Ox. That said, if you’ve yet to get everything ready for your intimate celebration, our ‘How to survive CNY 2021’ guide will be able to help you out.

Aside from launching limited-edition collections that are super lust-worthy, major fashion houses have also unveiled accompanying campaigns to get us in the festive mood.

Check them out below:

Burberry

Chinese New Year is never complete without campaigns that bring all the feels, and this year, Burberry is the brand to turn to for that. Starring House ambassadors Zhou Dongyu and Song Weilong, the film—titled A New Awakening—celebrates the British Maison’s heritage of exploration and the outdoors. Aside from capturing the spirit of the Year of the Ox, the film also celebrates the arrival of spring.

In a statement by the brand, chief creative officer Riccardo Tisci says, “I have always found inspiration in nature and its energy. This film really represents our connection as humans to the outside world and the journeys we take in life, always discovering new things in both our environment and also in ourselves. I truly believe in renaissance: rebirth and new beginnings. For the new year, I think we all want to find love, balance, strength, and hope—this is the real beauty in life.”

Gucci

ICYMI, Gucci has collaborated with one of Asia’s most-loved anime characters, Doraemon (fun fact: the Japanese manga turns 50 this year!). And to accompany the collection, the brand has released a cheery campaign shot by photographer Angelo Pennetta. In the series of images, the robotic cat can be seen playing the role of an imaginary companion, hanging out with its friends in different rooms.

Miu Miu

You know what they say: new year, new you. But when it comes to Miu Miu’s latest campaign, one can be forever new. Despite what’s going on in the world right now, the brand celebrates Lunar New Year with a forward-thinking attitude that focuses on “bright prospects and optimistic vistas”. Sticking to the theme of the campaign, the fashion house tapped fresh faces including actress Qiu Tian, idol Yifan Zhang, models Gu Xue and Yuru Zhang who let their youthful spirit shine.

Calvin Klein

To celebrate the upcoming Year of the Ox, Calvin Klein has gathered some of the most well-loved Chinese celebrities, from ambassadors Lay Zhang, Lil Ghost, and Xin Liu, to Iris Yang, Liu Hao, and more to star in its campaign. Instead of going down the traditional route, the brand opted for a modern feel, highlighting pieces from its Calvin Klein Jeans, Calvin Klein Underwear, and Calvin Klein Performance collections. Festive separates are introduced in a yellow and red colour palette, adorned with cool, camouflage ox pattern.

Dior Men

Dior is also welcoming the Year of the Ox by launching a capsule collection in partnership with artist Shawn Stussy. Menswear staples including T-shirts, hoodies, and bomber jackets are given a festive twist with a special Ox logo, whereas others are emblazoned with the Dior and Shawn graffiti motif in shades of navy, white, and red.

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

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