From Labelhood x Harrods to Burberry x Qian Lihuai, Year of the Snake brand collaborations

From alcohol brands like Asahi Superdry and Hennessy inviting Chinese creatives to collaborate on products, to luxury houses like Chloé and Dior launching dedicated capsules, Year of the Snake activations are getting well under way as January 29 approaches. Greeting the Lunar New Year in style, Harrods has partnered with celebrated local designer support hub Labelhood for a third year, while Burberry and Loewe have both teamed up with Chinese artists, but in diverse ways. Subscribe here to receive the Collaborations newsletter every Tuesday. Labelhood x Harrods Details: Pop-up at Harrods store in Knightsbridge, London, from January 9 to 21 Social context: On Xiaohongshu, Labelhood has 42,200 followers and Harrods has 20,600, and the campaign hashtag, Home Across the Four Seas, has 11,000 reads so far. Verdict Harrods’ third collaboration with emerging designer incubator Labelhood provides independent Chinese designers, such as Tangxindan and Ya Yi, the opportunity to gain exposure with a global audience of shoppers. The immersive Labelhood pop-up, inspired by Jingdezhen’s artistic heritage, elevates the consumer journey through thoughtfully curated experiences. From visually compelling windows to engaging activations like Leslie Zhang’s nostalgic photography series, Harrods leverages storytelling to deepen emotional connections with its clientele during a celebratory period for its crucial base of Chinese consumers. By extending the partnership to gastronomy — through curated menus like Chai Wu’s bespoke Spring Festival offering and festive hampers — Harrods bridges fashion and dining to craft a holistic celebration Burberry x Qian Lihuai Details: ‘Us’ series of nine bamboo sculptures, January 5 Social context: On Weibo, #Burberry2025newyearsevecollection has amassed 17.9 million reads. Verdict: Burberry’s collaboration with Qian Lihua bridges British heritage with Chinese artisanal tradition, aligning the brand’s weaving legacy with Qian’s bamboo artistry. The “Us” series reinforces Burberry’s storytelling prowess, while championing the year of the Wood Snake, a rare occasion that happens only every 60 years — the capsule collection that it is shot with also introduces a new, seasonal take on the Burberry check and B snake motif. By enlisting renowned Chinese artisan Qian, and incorporating her handcrafted sculptures into campaign visuals and store designs, Burberry elevates the narrative authenticity of its Year of the Snake campaign. This emphasis on cultural collaboration not only deepens resonance with Chinese consumers, but also showcases Burberry as a global luxury leader sensitive to the nuances of local traditions. The inclusion of gifting-friendly accessories like scarves and bag charms in the accompanying capsule broadens consumer engagement, appealing to both the domestic market and overseas shoppers participating in Lunar New Year celebrations. Loewe x Xiong Songtao Details: Collection, December 28 (China) January 9 (global) Social context: #Loewenewyearseries on Weibo has 2.3 million reads. Verdict: Loewe’s collaboration with third-generation cloisonné master Xiong Songtao highlights the brand’s commitment to preserving traditional craftsmanship while reinventing it for a contemporary audience. By integrating intricate cloisonné motifs into its Nest bag and accessories, Loewe creates a tactile, heritage-rich narrative that resonates with Chinese cultural aesthetics. The collection’s use of auspicious symbols such as the snake, monkey, and clouds, paired with sculptural elements like snake chains and swirling motifs, infuses each piece with layered meaning. This symbolic depth not only aligns with the themes of renewal central to the Year of the Snake, but also elevates Loewe’s reputation for bold and innovative design. The Spring Awakening: Dance of the Snake short film extends Loewe’s storytelling through a multisensory medium. Featuring Xie Xin’s modern dance, shadow puppetry, and kite-making, the campaign blends contemporary art forms with traditional Chinese culture. This immersive approach positions Loewe as a cultural curator, enriching its brand narrative and strengthening emotional connections with its audience.

Burberry, Harrods, Loewe: Year of the Snake collabs

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Burberry, Harrods, Loewe: Year of the Snake collabs