anna.yhshihThe Year of the Dragon holds significant cultural importance in Chinese culture, symbolising good luck, power, and strength. As one of the twelve mythical creatures in the Chinese zodiac, the dragon has been revered throughout history.
In ancient China, the dragon was associated with majesty, often referred to as the symbol of the emperor’s power. Consequently, individuals with intelligence and exceptional abilities were likened to dragons. Moreover, it’s believed that babies born in the Year of the Dragon are blessed with even more luck and power, leading to a higher birth rate during this zodiac cycle compared to others.
Today, the anticipation surrounding the Year of the Dragon persists. Luxury brands recognise the significance of this festival in the Chinese market, which accounts for a substantial portion of their sales. To capitalise on this auspicious occasion, luxury brands alike vigorously promote products and campaigns tailored for the Year of the Dragon, aiming to boost sales and rejuvenate economic momentum during this festive period.
Most brands have unveiled items featuring dragon imagery or collaborated with iconic cartoon dragons. Additionally, the predominant use of the colour red symbolises the festive mood of the Lunar New Year.
Valentino:
Following their iconic Valentino pink, the brand embraces the auspicious colour red, symbolising luck and happiness in Chinese culture, to resonate with the festive holiday spirit.
Burberry:
While the brand’s signature royal blue is prominent, Daniel Lee’s England Roses theme captures the essence of the holiday mood, blending seamlessly with Burberry’s aesthetic.
Gucci:
Featuring baby dragon prints adorned with iconic GG monograms, adding an intriguing and adorable touch to the style.
Louis Vuitton:
Incorporating dragon motifs into prints or leather designs on clothing and bags.
Fendi:
Partnering with FRGMT x POKÉMON to introduce a series of dragon-themed icons infused with the FF motif.
Moschino:
Teaming up with Taito™ to launch a collection featuring Bubble Bubble dragon designs.
Kenzo:
Blending traditional silk embroidery and dragon motifs reminiscent of ancient emperor’s robes into streetwear styles for a modern twist.
Bottega Veneta:
Reimagining dragon crest details with the brand’s signature knot and distinctive shape.
Loewe:
Drawing inspiration from jade sculptures, collaborating with artists to introduce a collection of exquisite jewellery and bags.
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