The Lunar New Year, also known as the Spring Festival, is more than just a holiday in Asia; it’s a cultural cornerstone that marks renewal, family unity, and the celebration of heritage. Over the years, this deeply rooted festival has evolved into a significant moment for global brands, particularly in fashion, to connect with Asian consumers. Recent campaigns by luxury fashion houses such as Dior, Prada, and Gucci, demonstrate the growing sophistication of these collaborations.
A Look at 2025’s Lunar New Year Collaborations
This year, luxury brands have upped their game, weaving cultural motifs and themes of renewal into their designs with unprecedented creativity. Dior’s “Astral” collection, crafted by Maria Grazia Chiuri, features celestial designs and the symbol of the snake, elegantly intertwined with Dior’s Astral motif. Prada’s “We, The Snake” campaign showcases a star-studded lineup including actors Jia Ling and Li Xian, art historian Wu Hung, and architects like Rossana Hu. Their approach integrates modernity with traditional symbols of the Year of the Wood Snake. Meanwhile, Fendi’s “Monster Eye” design brings a playful yet festive charm to its Lunar New Year capsule collection.
Partnerships are the key to success. “Collaborate with local artists, designers, and cultural institutions who have a deeper understanding of local culture and unique creativity, bringing authentic cultural elements and innovative expressions to the partnerships, and make it about ‘us’ coming together versus just the brand itself,” Ashley Dudarenok, the Founder of ChoZan and Alarice, told BurdaLuxury.
Meanwhile, Self-Portrait’s nostalgic campaign features Hong Kong’s iconic Carina Lau, who channels the spirit of TVB’s golden era. Similarly, Bottega Veneta celebrates Chinese cinematic culture with a campaign directed by Wing Shya, known for his collaborations with Wong Kar Wai. By enlisting prominent artists and celebrities, these brands aim to strike a chord with Asian consumers who value both tradition and innovation.
Balancing Cultural Resonance and Authenticity
One of the most critical challenges for fashion brands is to resonate culturally with Asian consumers while avoiding the pitfalls of cultural appropriation or misrepresentation. Authenticity is non-negotiable, as consumers are increasingly discerning. As Dudarenok explains, “It’s important to conduct in-depth research on traditional elements associated with the Lunar New Year, such as the zodiac signs, the colour red, and dragon and lion dances.”
Brands must understand the cultural meanings and symbolism behind these elements to ensure their accurate application. She even suggests visiting a Chinese zodiac master for guidance to ensure a deeper understanding.
For example, Burberry’s collaboration with Chinese artist Qian Lihuai offers a masterclass in cultural respect. Qian’s bamboo weaving art, showcased in the “We” series, is not only a nod to traditional craftsmanship but also a symbol of progress and hope. By pairing these designs with Burberry’s iconic Check pattern, the brand bridges its British heritage with Chinese culture, a feat that resonates deeply with local customers.
“Bamboo symbolises progress, auspiciousness, and hope in Chinese culture, aligning perfectly with Burberry’s consistent themes of joy and optimism,” Dudarenok explains. “This collaboration establishes a wonderful connection between the two, conveying grace and respect while celebrating the Year of the Snake in China.”
Burberry also launched the “New Year Interwoven” bamboo weaving digital interaction on its WeChat mini programme.
“This initiative cleverly combines traditional Chinese bamboo weaving art with digital technology,” she said. “Users can choose from five designed patterns by bamboo artist Qian Lihuai, including snowflake weaving, double leaf weaving, bauhinia weaving, Song brocade weaving, and bamboo texture weaving, to recreate their favourite designs and unlock thousands of colour possibilities. After colouring their designs, users can also unlock exclusive digital gifts for the Year of the Snake, such as personalised wallpapers, New Year greeting cards, Burberry-themed wallpapers, WeChat red envelope covers, and festive filter frames.”
Trends and Consumer Behaviours in Lunar New Year Campaigns
Past Lunar New Year collaborations reveal several key trends that continue to shape consumer behaviour. Limited-edition collections, for instance, tap into the Asian consumer’s penchant for exclusivity.
Social media engagement also plays a pivotal role. In 2021, Calvin Klein and Gucci rose to the top of the consumer search growth on WeChat in the lead up to Chinese New Year, according to data from the Vogue Business Index. Searches for Gucci increased 10 times compared to average, while Calvin Klein searches increased 32 times compared to average searches.
Platforms like Xiaohongshu and Douyin (China’s TikTok) are increasingly vital for brands to interact with younger, tech-savvy consumers. Dudarenok suggests, “Interact with the consumers through social media, especially RedNote, which is popular with TikTok refugees these days, too. Organise online and offline events to understand their expectations and preferences regarding the Lunar New Year this year and the overall sentiment. Collect feedback and suggestions to involve key opinion consumers in the whole process.”
Moreover, collaborations with artisans have gained traction. Loewe commissioned jade carving masters to share their unique insights on “jade” and create three exclusive jade pendants. “One of the products – an emerald green pendant is shaped like a cabbage with a cricket perched on it, symbolising prosperity and abundance,” said Dudarenok. “Additionally, Loewe held ‘CASA Conversations’ in three cities to delve into the essence of Chinese culture, including concepts such as trust, propriety, and love, as embodied in the jade carving works.”
Such initiatives underscore a growing appreciation for traditional craftsmanship and its modern interpretations. Dudarenok emphasises, “This collaborative model has once again gained popularity this year, partnering with Chinese master craftsman or artists as cultural carriers for global social engagement.”
The Most Popular Design Elements and Themes
Colours and symbols remain central to the success of Lunar New Year collections. Red, a symbol of good fortune, is a staple, while gold represents prosperity. However, this year, shades of cyan – symbolising the Year of the Wood Snake – have emerged asa fresh palette.
Motifs such as snakes, dragons, and flowers are particularly popular. Fendi’s playful “Monster Eye” design, Prada’s sophisticated snake patterns, and Gucci’s fluid incorporation of the snake motif exemplify how brands creatively interpret these traditional symbols. Dudarenok observes, “Symbols such as the snake itself, along with traditional motifs like dragons and lanterns, convey themes of prosperity, renewal, and family. Blending these with modern aesthetics ensures a broader appeal.”
Additionally, the use of innovative materials and techniques has gained prominence. For instance, Loewe’s cloissoné designs draw inspiration from traditional Chinese craftsmanship, creating a sense of heritage and luxury.
“As said, collaborations with local artisans and artists are becoming increasingly popular, as they add authenticity and cultural depth to the collections,” remarks Dudarenok. “Overall, brands should focus on blending traditional elements with modern aesthetics to create collections that not only celebrate the Lunar New Year but also resonate culturally with Asian consumers.”
Standout Collaborations with Local Designers and Influencers
Collaborations with local artist and influences not only add authenticity but also help brands tap into the pulse of their target audience. Burberry’s partnership with Qian Lihuai stands out for its seamless integration of bamboo weaving art with digital innovation. The “New Year Interwoven” initiative on WeChat allowed users to create custom designs inspired by Qian’s patterns, unlocking digital gifts like wallpapers and greeting cards. This combination of tradition and technology captured consumer interest and engagement.
Another successful example is Bottega Veneta’s campaign featuring Shu Qi and Fan Wei, directed by Wing Shya. By incorporating cinematic elements, the brand connects emotionally with its audience, blending nostalgia with modernity. Similarly, Prada’s inclusion of artists and historians in its “We, The Snake” campaign elevates its storytelling, making it more than just a fashion collection.
Dudarenok highlights the importance of these partnerships: “Collaborations with local artists and influencers are common, as seen in campaigns that highlight traditional craftsmanship and contemporary design, making the collections culturally relevant and appealing to Chinese consumers.”
Regional Adaptations Across Asia
While Lunar New Year is celebrated across Asia, consumer preferences vary by region. In mainland China, traditional symbols and collaborations with artisans take centre stage. “In mainland China, brands often emphasise traditional symbols and colours associated with the Lunar New Year, such as red for luck and prosperity,” said Dudarenok.
Hong Kong, known for its fusion of East and West, sees brands embracing both traditional and modern aesthetics. Self-Portrait’s campaign with Carina Lau’s nostalgic nod to TVB’s golden era reflects this duality. “The marketing strategies often leverage local celebrities to enhance relatability and visibility,” she added.
In Southeast Asia, campaigns often highlight communal themes of family and togetherness, resonating with the region’s multicultural population. “For example, collaborations may highlight communal aspects of Lunar New Year celebrations, such as family gatherings and shared rituals,” Dudarenok said. “Brands often create inclusive campaigns that celebrate multiculturalism, appealing to a wider audience that includes various ethnic communities celebrating the holiday.”
BurdaLuxury’s Lens
Lunar New Year collaborations have become a cornerstone for fashion brands seeking to connect with Asian consumers. By embracing cultural authenticity, engaging in meaningful collaborations, and leveraging digital platforms, brands can create campaigns that resonate deeply. The Lunar New Year is not just a marketing opportunity; it’s a chance to celebrate and honour a culture that values tradition, family, and renewal. For luxury brands, the key to success lies in understanding these values and translating them into designs and campaigns that inspire and connect.
