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.
The post Festive Fashion Campaigns to Usher in the Lunar New Year appeared first on LUXUO.

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.
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Boss

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 t...