In 2024, China’s luxury market shifted toward cultural storytelling, driven by a surging interest in traditional heritage, outdoor lifestyles, mental wellness, and women-centered narratives. Several years into the rise of guochao (national style) and with the more recent emergence of feiyi, cultural heritage remains a powerful way for brands to connect with Chinese audiences. Campaigns like Loewe’s jade-inspired Lunar New Year collection and Prada’s contemporary take on the Qixi festival demonstrate how effectively brands can blend their legacies with China’s rich cultural traditions. Outdoor lifestyles and women’s narratives also took center stage this year. Global sportswear brands like Arc’teryx spotlighted female adventurers, while Lululemon emphasized mindfulness and well-being through community-driven events. Meanwhile, Miu Miu championed female creativity with its Women’s Tales film series, reinforcing its cultural influence beyond fashion. Successful campaigns don’t just respond to consumer trends; they actively shape them. Here are the top five campaigns that helped define cultural conversations in China in 2024. Loewe’s jade-themed Lunar New Year campaign Loewe did not fall into the cliché of creating a dragon-motif capsule for the Year of the Dragon. Instead, the brand drew inspiration from jade — a material deeply rooted in Chinese tradition — launching a collection of jade-inspired accessories and a short film titled Carving Love. The film featured three jade carving masters sharing their philosophies while crafting three exclusive jade pendants, available only at Casa Loewe locations in Shanghai, Beijing, and Chengdu. To enhance the campaign, Loewe hosted “CASA Conversations” in the three cities, bringing together jade carving artisans and local cultural influencers to discuss jade’s significance in Chinese culture. Additionally, Loewe introduced limited editions of its iconic Flamenco mini bags in colors inspired by famous jade sculptures from the National Palace Museum. Arc’teryx: ‘Softness Goes Far’ Women’s Day campaign Arc’teryx marked Women’s Day 2024 with its “Softness Goes Far” (她山万里柔以致远) campaign, which included a documentary about three Chinese women: a mountaineering record-holder, a creative entrepreneur, and a Yi ethnic designer. Together, they hiked Yunnan’s historic Tea Horse Road, sharing stories of personal growth and their connection to nature. Building on its previous Women’s Day initiative in China, Arc’teryx is strengthening its focus on female outdoor adventurers. Traditionally associated with an affluent male fanbase, the brand is now redefining its image by highlighting women’s outdoor stories to tap into China’s growing female outdoor economy. Lululemon: ‘Wellbeing Garden’ in Shanghai Lululemon continues its focus on mental wellness through its annual World Mental Health Day initiative. This year, from October 8 to 13, the fitness brand partnered with the Graphic Rewilding art collective to create a “Wellbeing Garden” in Shanghai, a pop-up community featuring yoga, meditation, and group fitness activities. Workshops on traditional martial arts practices like Tai Chi, Baduanjin, and Wing Chun were also offered, catering to the growing trend of incorporating guochao into everyday wellness routines. Beyond Shanghai, Lululemon extended the campaign to nine cities, including Beijing and Chengdu, with similar events tailored to local communities. The brand also debuted its first China-focused podcast series, collaborating with popular podcast channels like Stochastic Volatility to explore themes of happiness and mindfulness. On Weibo, the campaign hashtag #Let’sStayWell# generated 4.6 billion views and 168,000 related posts. By leading conversations on mind-body wellness, Lululemon aims to cement its position as a wellness advocate and resonate with young China’s growing demand for mental well-being. Miu Miu: Women’s Tales No.27 Shanghai release On March 12, Miu Miu released the 27th installment of its global Women’s Tales series, titled “I Am the Beauty of Your Beauty, I Am the Fear of Your Fear,” directed by Tan Chui Mui and starring Chinese actress Li Sidani. The film has since gained over 3.4 million views and over 5,000 shares on Weibo. The release campaign included a Shanghai premiere and panel discussions, where the film crew members, local artists, and exhibition curators engaged in dialogues on contemporary female identities. Alongside its Summer Reads activation in Shanghai, which celebrated feminist writing in June, Miu Miu reaffirms its position as a cultural brand that transcends fashion, leading thoughtful conversations about female experiences in China. Prada’s Qixi Festival campaign Prada’s 2024 Qixi (Chinese Valentine’s Day) campaign combined heritage storytelling with an AI-enhanced boyfriend experience. Shot in Chengkan, a scenic ancient village in Anhui Province, the campaign featured brand ambassador Li Xian and model Xie Xin in a romantic film set against Hui-style architecture. On Weibo, the campaign film garnered 4.8 million views and 5.5 million likes within the first week of its launch. For a tech twist, Prada partnered with Baidu to launch an AI-powered shopping assistant — a digital avatar of Li Xian. Dubbed the “virtual boyfriend,” the assistant offered users brand story Q&A and personalized shopping advice.
