The Chinese New Year is increasingly the protagonist of the fashion world. For this reason in recent years the luxury houses have invested in the celebrations that accompany the Asian anniversary. No longer just red-dyed clothes and accessories for fashion brands, therefore, but real campaigns and partnerships with Asian personalities.
To celebrate the event, millions of Chinese citizens usually return to their hometowns where majestic banquets are organized and red envelopes are exchanged for money. The Chinese New Year is therefore increasingly an important occasion for fashion brands, and despite the pandemic, high-end shopping in China continues to record positive results.
In 2021, sales of the luxury market in the former Celestial Empire reached 471 billion yuan. China’s share of the luxury market have increased from 20% in 2020 to 21% in 2021, and a growing trend is expected to make China the largest luxury goods market in the world by 2025.
The year of the tiger
February 1, 2022 marks the advent of the Year of the Tiger, a feline bearer of strength and energy, an emblem of courage, passion and self-confidence which inspired the advertising campaigns of some of the most important fashion houses in the world. Versace, Gucci, Moschino, Thom Browne and Bottega Veneta, for example, are just some of the brands that have aimed to ride the trend and look at the growth that has always characterized the Chinese market.
Bottega Veneta, Versace and Gucci
In addition to selecting some special items for the anniversary, Bottega Veneta presented a digital installation on the Great Wall. To present the tiger-inspired capsule collection, Versace has instead created a video with an acrobatic performance featuring professional figure skater Lu Chen and dancer Jia Liu as special guests.The ‘Gucci Tiger’ collection animates a campaign conceived by creative director Alessandro Michele and created by photographer and director Angelo Pennetta in which real tigers roam the set scenes after joining a group of friends to share the tea break in various rooms of a luxurious retro-style hotel.
Thom Browne for the occasion guides us in the essence of Chinese culture, with a campaign shot in Shanghai, on the occasion of the year of the tiger (here the link in Michele Franzese Moda ) Between picturesque and cinematic images at the same time, the result is a journey into contemporary China, rich in traditions and dream architecture. On the occasion of the Chinese New Year, Thom Browne will also launch an interactive game on WeChat for his Made in China community. So all that remains is to pack your bags and leave with us for a luxury experience, with an international allure.