Luxury brands have embraced the Year of the Snake by releasing capsule collections and campaigns inspired by Chinese folklore and traditions.
brands have been releasing Chinese New Year capsule collections and campaigns as early as December, jostling for attention and offering their takes on traditional Chinese garment design, or widely popularized as “New Chinese Style.”
Dior’s Maria Grazia Chiuri opted to celebrate the occasion with some celestial charm. The gold and white collection highlights the Serpens constellation and extends to ready-to-wear and fine jewelry. In addition, a limited-edition Dior Grand Soir Automate watch features a mother-of-pearl dial and an opalescent snake with gold details.
Drawing inspiration from the local creative community, Prada’s “We, the Snake” campaign documents a winding row of people from a variety of disciplines who interact and bring to life this sign of the Chinese zodiac. Featuring brand ambassadors Yo Yang and Shuqi, as well as the beloved Chinese actor Fan Wei, who added a comedic aspect to the film, the campaign was shot by Wing Shya, who is known for his collaborations with Wong Kar Wai, as photographer and graphic designer.
This will be the year of the wood snake, or the cyan-colored snake, which meant brands were at liberty to explore colors other than the auspicious red.
Chinese New Year Fashion Snake Brand Campaigns Luxury Brands
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