How brands are reinventing CNY

As the luxury market gears up for a seasonal sales surge, the question persists: Do Spring Festival and zodiac limited editions still resonate with Chinese consumers? The answer is an emphatic “yes.” These elements remain deeply ingrained in cultural traditions. The Spring Festival, a cherished occasion for family reunions, marks the lunar year’s close. Zodiac signs add another layer of cultural significance steeped in superstition and symbolism. For those born under the year’s corresponding sign, wearing red items — such as bracelets or intimate wear — is believed to ward off bad luck. Jewelry and fashion accessories are thus perennial favorites during this period. Despite rising competition, brands that authentically incorporate cultural elements and zodiac signs into their designs or campaigns continue to thrive. The challenge lies in avoiding clichés and standing out in a crowded field. For those who master this balance, consumer fatigue is rarely a concern. Take Arc’teryx, for instance. Its zodiac-themed limited edition jackets have become a hot commodity, with fans eagerly awaiting their release each year. The Snake Year edition, launched on January 1, was no exception. Priced at 8,200 RMB ($1,120), the jacket sold out almost instantly, despite being limited to 80 pieces online. Scalpers quickly drove up resale prices, with some listings reaching 20,000 RMB ($2,730) on secondary platforms like Xianyu. Clearly, Arc’teryx has leaned into “hunger marketing.” How are other brands securing local shoppers’ attention during the buzziest time of the year? Qeelin: Dong ethnic chorus Qeelin is ringing in Chinese New Year 2025 with a spellbinding campaign that intertwines intangible cultural heritage and modernity. The fine jewelry brand’s short film stars global brand ambassador, singer-actor Lay Zhang, 33, and features the ethereal harmonies of Dong folk singers. Shot against the breathtaking backdrop of Guizhou province’s lush plateaus, the campaign highlights the Dong minority ethnic group’s 2,500-year-old choral tradition — an oral legacy that preserves cultural identity and social values through hauntingly beautiful, polyphonic melodies. Recognized by UNESCO as an intangible cultural heritage, the Dong Grand Song embodies the connection between nature and tradition. Qeelin’s trailer posted on Weibo has garnered 1.2 million views so far, with many netizens praising the campaign. Prada: Zodiac sign podcast Italian luxury house Prada has unveiled its 2025 Lunar New Year campaign, featuring a visually striking short film that reimagines the snake — a traditional Chinese zodiac sign — as a collective symbol of strength and transformation. The campaign brings together 12 luminaries from various fields, celebrating the energy and renewal associated with the snake. Set against a vibrant red backdrop, the film’s dynamic choreography and intertwined silhouettes evoke both individuality and unity. In tandem, Prada launched its “Snake Tales for the Year of the Snake” (蛇年说蛇) podcast series across platforms like Xiaoyuzhou, Apple Podcasts, Douban, and WeChat. Hosted by curator and writer Violet Wang, the series features prominent figures such as art historian Wu Hung and artist Zhang Enli, exploring the cultural and artistic significance of snakes. The five-episode podcast, updated weekly through February 3, delves into the themes of evolution, creativity, and the universal symbolism of the snake. Bulgari: ‘Serpenti Infinito’ exhibition Bulgari is set to make the most of the upcoming Year of the Snake with a series of creative initiatives centered around its iconic Serpenti motif. Leveraging the snake’s auspicious symbolism in Chinese culture, the luxury brand recently introduced a limited edition snake-theme bracelet. Paired with the “Serpents bring prosperity” (蛇来运转) social media campaign, this offering has captured the attention of Chinese consumers. On Xiaohongshu, the hashtag has garnered nearly 20 million views. The centerpiece of Bulgari’s celebration is the “Serpenti Infinito” exhibition, running from January 9 to February 16, at Zhang Garden in Shanghai. The showcase is a journey through time, honoring the Serpenti collection, which dates back to the 1940s, while also paying tribute to the cultural significance of the snake in China. Visitors will also witness the craftsmanship of Bulgari’s artisans and experience the snake as a symbol of protection, wisdom, and strength. Complementing the exhibition, Bulgari Hotels and Resorts has debuted the “Serpenti Suite” at its Shanghai and Beijing properties, and will later this month roll it out worldwide. Inspired by the Serpenti motif, the suites offer an immersive sensory journey, enhanced by VR technology that transports guests into a virtual world of transformation and rebirth. Lancôme: Reimagining CNY with AI In celebration of both Lunar New Year and Lancôme’s 90th anniversary, the French luxury brand partnered with renowned contemporary artist Cai Guoqiang and his AI model, cAI, to create Paris Rose, a gunpowder art piece. Merging AI-driven creativity with the unpredictability of explosive art, the piece reimagines the iconic Lancôme rose, symbolizing a blossoming breakthrough after a long winter. Building on this theme, Lancôme launched a Chinese New Year campaign featuring global ambassador actress Ni Ni. The AI-designed motif was further embodied in an ad film and a limited-edition packaging collection, dubbed “Blossom in Beauty,” designed to mirror festive fireworks and signal vitality and prosperity for the new year. Loewe: Cloisonné craftsmanship Continuing its tradition of honoring Chinese artistry during the Lunar New Year, Loewe this time spotlights cloisonné in collaboration with master artisan Xiong Songtao. The collection features limited-edition fine jewelry and accessories adorned with auspicious symbols like green snakes, monkeys, and clouds. Highlights included the Nest bag with snakehead and lotus cloisonné details, cloud-shaped clutches, and the iconic Puzzle bag reimagined with serpentine chains and 3D cloud motifs. Loewe complemented the collection with Snake Dance: Spring Awakens, a short film starring dancer Xie Xin. The visually arresting piece blends modern choreography with traditional kite-making and shadow puppetry. Notable elements included hand-crafted props from Chinese artisans, such as a snake-shaped kite by Zhang Xiaodong, a national heritage craftsman. Valentino, Ferragamo, and Michael Kors: Playing with colors Referencing an ancient Chinese saying about auspicious energy (紫气东来), Valentino’s version of Lunar New Year luxury boldly focuses on wild purple. Combining haute couture aesthetics with the traditional Chinese knot, the label’s limited-edition Wild Purple Rockstud lipstick and foundation cushion range celebrates love and luck under the tagline, “Purple beginnings, red strings of fortune.” Meanwhile, Ferragamo went for festive hues, producing a collection that pairs dynamic red with radiant gold, symbolizing prosperity, joy, and celebration. Taking center stage is the reimagined Hug Bag, offered in two striking variations: a laminated mirror-effect leather design that exudes a dazzling “disco ball” allure, and a winter edition crafted in soft suede with plush merino accents or smooth calfskin top handles. Michael Kors turned to soft pastel aesthetics for its 2025 Spring Festival collection, featuring rose-pink denim pieces modeled by brand ambassador actress-singer Yang Zi. Highlights include the foldable Jordi bag and the structured Ludlow handbag, both crafted using a unique denim-dyeing process to emulate a leather texture. With its dreamy hues and relaxed tailoring, the collection was intended to reflect hope and renewal while catering to modern sensibilities — bright red and gold aren’t the only way to go for Spring Festival fashion. McQueen and Byredo: Bustling joy, togetherness, and celebration Byredo’s 2025 Lunar New Year collection, created in collaboration with artist Wei Yijuan, takes consumers on an intimate journey to the creative’s Fujian hometown. Inspired by the organic forms of nature, the collection’s unique snake-themed patterns reflect growth and interconnectedness. The campaign is a heartfelt ode to family, roots, and renewal, making it a standout celebration of Chinese New Year traditions. McQueen’s CNY campaign, led by actor Zhang Youhao and a cast of bold models, unfolds across urban landscapes on New Year’s Eve. As individuals traverse city corners, bridges, and open horizons, their journeys weave a narrative of exploration and connection. Each setting becomes a witness to time, memories, and transformation, culminating in a poignant realization: true belonging lies where the heart feels at home, no matter the uncertainty ahead. Bosideng and Pop Mart: Paper-cutting artist Chen Fenwan Bosideng partnered with contemporary paper-cutting artist Chen Fenwan to craft a unique collection blending traditional Chinese artistry with high-performance outerwear. Featuring motifs like gourds, fans, bamboo, and flowers — all symbolizing harmony and prosperity — Chen’s intricate designs were adapted for Bosideng’s Extreme Cold and Activewear lines. To launch the collaboration, Bosideng hosted a grand opening at its Nanjing West Road flagship store in Shanghai. The space celebrated paper-cutting culture with interactive installations, including “Turning Fortune Wheels” and a timeline exhibition titled “48 Years of Warmth.” Visitors could explore the art of paper-cutting through modern interpretations while participating in traditional Lunar New Year rituals like door blessings and gift exchanges. Separately, Chen Fenwan also collaborated with Pop Mart to launch the “Mega Space Molly 1,000% Chen Fenwan Edition,” infusing the iconic figure with intricate cut-out patterns to create a captivating interplay of light and shadow. As the above examples show, the Spring Festival and zodiac themes remain essential in connecting with Chinese consumers. However, the key to sustained relevance lies in moving beyond formulaic designs.

How brands are reinventing CNY

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Published January 16, 2025

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How brands are reinventing CNY