Start the CNY countdown! 5 Fashion campaigns to welcome the Year of the Pig


By Joan Kong

Start the CNY countdown! 5 Fashion campaigns to welcome the Year of the Pig

Miu Miu 

Filmed on the streets of Shanghai, the Miu Miu girl gang—made of Kang Sijia, Tang He, Chun Jun, and Shu Ping—aims to give Chinese New Year a much cooler take, and it’s a celebration of the city’s joie de vivre. Eclectic, whimsical and free, the models were spotted donning some of the brand’s key pieces this season, such as the Miu Confidential bag and the Miu Run sneaker, alongside classic staples such as the Matelassé pouch and vanity case.



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For its CNY campaign this year, Burberry aimed to celebrate family traditions and togetherness by rolling out a family portrait featuring two of its new brand ambassadors, Chinese actresses Zhao Wei and Zhou Dongyu, alongside a cast of multi-generation models. Shot against a backdrop of apartment buildings, the stars donned classic pieces such as trench coat, archive-print scarves, and sleek tailoring, paired with street-cool hoodies, sweater, and jogger pants. The result? A traditional-meets-contemporary feel, which is ultimately what the festive season is all about.



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Over at Gucci, the brand is letting the Year of the Pig take centre stage by introducing a series of pig motifs in its Chinese New Year 2019 collection, and they’re as cute as they can be. Aside from in-house designs, you can also find the Three Little Pigs—an animation first produced by Walt Disney back in 1933 in the mix. The animals can be found plastered on the brand’s popular Ace sneakers, Supreme backpacks, men’s and women’s shirts, and even on the dial of a watch, exclusively launched for the festivities.





Like Gucci, DVF’s CNY 2019 campaign also stars two furry friends Évita and Dina, and if the short clips are of any indication, they’re the best styling assistant you can ever ask for. To celebrate the Year of the Pig, the brand introduced a new print that will definitely bring luck (and style) to any woman, and it’s a combination of lotus and Osmanthus flowers, derived from vintage floral batik motifs.


Atelier Swarovski

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Atelier Swarovski proved that sometimes simplicity is best as the brand rolled out its CNY imagery that’s minimal yet eye-catching. Set against a neutral-hued background, the star of the campaign, Chinese actress Maggie Jiang, was dressed in a minimal-toned outfit, allowing the jewellery in the auspicious Siam colourway shine like no other. The collection—consists of earrings, necklace, bracelet, and ring—is made of a rich ruby-coloured stone with gold-plated filigree leaf that radiates that feminine allure. The best part? The accessories are perfect for Valentine’s Day too.

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