Overview#
In anticipation of the Lunar New Year on February 10, Loewe has collaborated with master jade carvers Cheng Lei, Qiu Qijing, and Yin Xiaojin to craft five exclusive jade pendants. Each pendant, intricately hand-carved and accompanied by an 18K gold chain, is a testament to the brand's unwavering commitment to craftsmanship.
The jade collection, an homage to the precision and vibrant hues of Chinese jade carving, is available exclusively at Loewe Casa flagship stores in Shanghai, Beijing, and Chengdu. Additionally, the brand is set to debut the Flamenco Mini clutch, inspired by six carefully chosen ancient jade carvings, today.
Netizens’ reactions#
Loewe’s cultural campaign has struck a chord with Chinese audiences. Weibo and Xiaohongshu users have praised the Spanish luxury house for its consistent honoring of Chinese traditions through annual projects. Although the hashtag "Loewe Jade Collection" generated a modest 294,000 views on Weibo, the brand's steadfast commitment to the Chinese market has helped it cultivate a substantial following of 603,000 on the platform.
Verdict#
Loewe's celebration of the Year of the Dragon is unconventional in that it spotlights China's ancient jade culture instead of relying on zodiac imagery. Jade, steeped in history and revered for its symbolism of purity, wisdom, elegance, and good fortune, provides a unique lens through which to approach the Chinese New Year.
This departure from a Western gaze toward local cultures contributes to building a genuine and humble brand image. Loewe's utilization of Chinese craftsmanship in previous New Year campaigns and the Spring 2023 campaign inspired by Chinese monochrome ceramics exemplifies its consistent and subtle approach to localization.
While other global brands grapple with modernizing dragon imagery, Loewe adheres to its cultural storytelling, creating timeless pieces. Unlike products emblazoned with overt zodiac signs, jade pendants and jade-inspired handbags seamlessly integrate into everyday scenarios. This creative direction aligns with the post-pandemic shift in Chinese consumer behavior towards more rational consumption, as highlighted by consumer intelligence company NielsenIQ.