Every year, fashion houses not only impress us with their own interpretation of the Chinese New Year collection that pays homages to the Zodiac of the year, but also the campaigns that showcase their unique approach to the time-honoured tradition and the good meanings ingrained in the biggest festival of the Chinese calendar. This year is no exception. From blooming floral fest to journey of homecoming, here are the festive campaigns to watch, as presented by the major fashion houses.
Dior
An ode to the SoCal sunset, the Dior Men Spring 2023 collection delivers a burst of youth energy with its soft pastel shades of L.A. landscape, churning out summer-calling pieces like satin suits, quilted puffer jackets, relaxed blazers and re-interpreted “Bar” jacket. This Lunar New Year, the dialogue between Kim Jones and Eli Russell Linnetz continues with an exclusive capsule and a visually-pleasing campaign, graced by the briskness of the water rabbit.
Gucci
Blooming flowers are a sign of the spring season. Shot by Max Siedentopf, who was also in charge of the Palace Gucci campaign, the Chinese New Year campaign by Gucci invites us into a floral fest where the glorious landscape is brought to life with the dreamy light of sunrise and the exuberant tones of Mother Nature’s gifts. In the campaign, a group of models in Gucci’s seasonal capsule collection are seen scampering like naïve children while parading a legion of Gucci’s must-haves including wool cardigan, the Men’s Screener GG Sneaker, navigator frame sunglasses and backpack with the web stripe.
Burberry
One of the swansongs by Riccardo Tisci, the Lunar New Year at Burberry is blessed with the gothic rebel of the former creative director. Captured by video director Zika Liu and photographer Sky, the festive campaign is a triptych that sheds light on three protagonists with three different dreams as they seek their freedom. This Spring season, the Thomas Burberry “TB” monogram is given a fun twist with playful rabbit ears, which are evident on Rabbit Print Cotton Sweatshirt and Shorts, Rabbit Applique Technical Wool Bomber Jacket and Rabbit Print Cotton T-shirt.
Ferragamo
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It’s a new era for Ferragamo. Maximilian Davis celebrates the Year of Rabbit by drawing inspiration from one of the attributes of the bunny — its doe eyes. As the saying goes “eyes are windows to the soul”, the campaign offers a glimpse into the immaculate tailoring of the British designer. Expect to be pampered with a series of products like sneakers, T-shirts, belts and foulards.
Bottega Veneta
Striking our emotional chord, the new Chinese New Year campaign by Bottega Veneta named “Reunion in Motion” dives into the anticipation of journeying home to reunite with family and friends. Directed by Jess Jing Zou, the festive campaign cherishes introspection and togetherness while harking to its roots as a leather good purveyor. “Bottega Veneta is in essence pragmatic because it is a leather goods company. Because it specialises in bags, it is about movement, of going somewhere; there is fundamentally an idea of craft in motion,” said Blazy.
