Retail in Asia


How luxury brands are celebrating Chinese New Year 2023

The Lunar New Year, also known as Chinese New Year, is set to be celebrated around the world on 22 January, influencing luxury fashion brands to launch special capsule collections and campaigns to commemorate the holiday.

This Lunar New Year will be the first since the lifting of longstanding Covid-19 restrictions in China on January 8, making way for the expected return of travel and consumption at normal levels.

The travel season for the Chinese New Year in 2023 runs this year from around 7 January to 15 February — with about 2.1 billion trips expected, according to official estimates.

In 2021, China was the second-largest personal luxury goods market worldwide and the most prominent luxury goods market in APAC, according to Statista. Looking ahead, revenue in the Luxury Goods market is expected to amount to US$53.61 billion, in 2023, and to grow annually by 4.15 percent between 2023 and 2027.

The Lunar New Year is a major shopping holiday, not just in China, but in Taiwan, Hong Kong, Singapore, Malaysia, Brunei, Vietnam and South Korea, offering luxury brands the ideal opportunity to boost their sales and appeal.

This year, brands like Moschino, Valentino and Tommy Hilfiger are celebrating the Year of the Rabbit, which is expected to be filled with luck, by encapsulating the theme throughout their special collections with the inclusion of rabbit imagery, symbolism and more. Below, RiA highlights some of the top marketing campaigns in 2023. 


Source: Gucci

Gucci unveiled a campaign and collection that celebrates the Lunar New Year, as well as the arrival of spring. The campaign captured by Max Siedentopf is set in a beautiful blooming field, infusing the collection with a light and hopeful feel. Meanwhile, the collection offers a curated selection of printed silk blouses and skirts, along with boldly geometric pieces and special renditions of Gucci signature handbags.


Source: Moschino

As part of its Warner Bros. collaboration, Moschino has tapped Bugs Bunny to put a pop culture twist on the Year of the Rabbit. Backed by creative director Jeremy Scott, the unisex collection comprises 23 items featuring some of Moschino’s classic items with a Bugs Bunny take, including house classics like the Biker Bag, pleated skirts, knitted cardigans and essential T-shirts. 


Source: Self-Portrait

Self-Portrait is celebrating Lunar New Year with a collection featuring womenswear and kidswear pieces designed to give a unique twist to festive traditions. Pieces are characterized by vibrant reds and delicate pastels in the label’s signature guipure lace, crepe, bouclé, and knitted fabrics. At the heart of the collection is The Bow Bag, featuring a standout bow detail in red, gold and silver.

Tommy Hilfiger

Source: Tommy Hilfiger

Tommy Hilfiger is also putting the rabbit centre stage for the Year of the Rabbit with the Tommy x Miffy collection. The beloved TV character Miffy, created by Dick Bruna, adorns garments and accessories for men, women, and kids. Throughout the collection, signature bold Miffy prints are brought to life with bright colors and comfy silhouettes, resulting in playful and fun looks to celebrate the Chinese New Year in.


Source: Valentino

Italian fashion house Valentino was inspired to use its iconic shade of red as a tribute to Chinese culture to offer the Valentino Rosso Toile Iconographe capsule collection, for Chinese New Year. As part of the collection launch, brand ambassador Sun Li and her sister Sun Yan are captured in all-red iterations of the Maison’s iconic designs, including essential wardrobe items and Valentino Garavani accessories.