Style / Fashion

Festive Fashion Campaigns to Usher in the Lunar New Year

From BOSS’ dragon-themed capsule collection to Bottega Veneta’s panoramic campaign starring actress Shu Qi, find out how brands merge auspicious celebrations with their house’s creative direction.

Feb 06, 2024 | By Florence Sutton

The Lunar New Year often sees prominent fashion houses harness the power of celebrities in the region to not only target this Asian demographic but to also capitalise on their brand ambassadors. Perhaps now more than ever, the luxury industry sees just how important the Chinese market is and by using the motifs of the dragon, the number “8”, and including the jade stone on jewellery as symbols of fertility, abundance, and luck, brands are not-so-subtly tapping into this ever-growing market. LUXUO discusses how brands incorporate their own house codes while creating designs that have the “Lunar New Year” appeal.

Read More: LVMH Revenues Soared in 2023 Despite Economic Challenges


This year BOSS collaborated with renowned novelist and calligrapher Feng Tang on a dragon-themed capsule collection that took inspiration from traditional Chinese calligraphy. Feng Tang took cues from Chinese characters and traditional patterns, crafting a modern and minimalist calligraphy style that showcases the dragon character as the hero motif of the collection. Singer and actor Leo Chen takes center stage as the face of the BOSS’ Lunar New Year campaign. Born in the Year of the Dragon, the young musician has garnered widespread attention for his dedication and passion for music, “making him an emblematic figure for the new generation”, according to the brand. Fans of BOSS will find exclusive pieces for the Year of Dragon that embrace classic red and black tones with milky white accents.

Bottega Veneta

Bottega Veneta launches its Lunar New Year campaign, starring actress Shu Qi. Directed by Jess Jing Zou, The First Sunrise with You celebrates the first sunrise of the year, showing different characters as they welcome the dawn in a variety of panoramic settings. Under the creative direction of Matthieu Blazy, the film is Bottega Veneta’s fourth collaboration with Jess Jing Zou. The First Sunrise with You carries themes of travel and togetherness while centering on the singular moment of the new year’s dawn. As the characters move and walk, the film captures Bottega Veneta pieces in motion, with a spotlight on exclusive designs for the Chinese New Year capsule collection. The collection is themed around the Year of the Dragon, with highlights including Andiamo, Sardine, Orbit sneakers, and a bespoke Jodie with a dragon-tail handle.

Giorgio Armani

Giorgio Armani’s take on their 2024 Lunar New Year series sees global image ambassador Hu Ge wearing pieces inspired by the Year of the Dragon. The men’s collection incorporates elements of sportswear with the use of double-faced knitted fabrics on sweaters and jumpers. As seen on Hu Ge, the overall print incorporates the designed symbol of the dragon year. The dark colour palette is reversed for the women’s selection however, which sees beige as the main colour scheme on the women’s pieces adorned with festive subtle red embellishments


Kenzo’s Lunar New Year collection features a complete line of ready-to-wear pieces for men and women, including a gender-neutral selection each with graphic representations of the dragon. Kenzo has taken the mythical creature alongside the lucky number “8”, considered the luckiest number in China, and playfully applied it to denim, woven, knit and jersey pieces, as well as an array of accessories.


Loewe celebrates the Lunar New Year with a collection of Flamenco Purse Mini bags in colours inspired by the hues of hand-picked antique jade carvings. Dubbed “the Jade collection”, the pieces pay homage to master carving from the ancient to the contemporary, dedicated to the intricate craft and colours of Chinese jade sculpture. Alongside having Chinese actress and global brand ambassador, Yang Mi front the campaign, Loewe commissioned master jade carvers to create a series of five limited-edition pendants, individually hand-carved and mounted on an 18-carat gold chain.


Coach’s “Year of the Dragon” collection was crafted in collaboration with the artist Lian Yang and features Coach ambassador Wu Jinyan. The collection blends traditional Chinese imagery with the house’s own distinctive details to create pieces that capture the festive spirit of the new year. Drawing inspiration from the ancient Chinese art form of rock painting, Yang showcases symbolic motifs such as cloud patterns, and lotus flowers, captured in artful embroidery—a nod to the heritage of craftsmanship Coach shares with Yang.

Max Mara

Max Mara’s Lunar New Year 2024 collection puts emphasis on the “Max the Dragon” a new stylish protagonist for the house. The collection takes inspiration from the traditional celebrations of the Lunar New Year in a vibrant palette of red, and floral prints reminiscent of Scandinavian wildflower gardens.  From the convergence of fashion and folkloric fantasy emerges a collection rich in the romance of the fjords and the regal splendor of the Lunar New Year celebrations.

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