For the fashion industry, the Lunar New Year is an unavoidable "cultural proposition test". As an important symbol of traditional Chinese culture, the dragon embodies people's expectations for a better life. Luxury brands have launched "Year of the Dragon Limited" collections, bringing consumers a dazzling array of new products.
The Beijing News Shell Finance reporter observed that unlike the past few years, which have launched some zodiac limited products that "change the soup but not the medicine" by the method of "labeling", this year, various brands pay more attention to innovation and personalization in the use of zodiac elements. Some brands show the majesty of the dragon with specific and vivid images, some brands invite artists to create exclusive creations, and some brands combine their own iconic elements to carefully create large-scale art installations with the theme of "dragon", which has become a check-in point in the business district.
The mascot is transformed into a beast, and the Louis Vuitton "dragon" installation appears in Taikoo Li.
Photo: Beijing News Shell Financial Reporter Yu Meng'er.
On the eve of the Spring Festival, a reporter from the Beijing News visited the Taikoo Li Sanlitun business district and found a "dragon" standing in the North District. It is reported that this is an art installation with the theme of "dragon" launched by the luxury brand Louis Vuitton, which has been exhibited on the streets of Shanghai, Beijing and Chengdu. The reporter noticed that this smart and elegant "dragon" was entrenched in a corner of the store, facing the new products displayed in the pop-up store. The installation is embellished with the brand's signature yellow checkerboard texture, and the classic "monogram" motif is the "finishing touch". When twilight falls, the installation is transformed into a dragon lantern, attracting many people to take photos and "check in".
Screenshot of Louis Vuitton's official website.
At the same time, Louis Vuitton launched the 2024 Year of the Dragon New Year Limited Collection. The brand mascot Vivienne incarnates the beast "Shenlong", revealing cuteness in domineering. On the silver pendant, the image of Vivienne is more three-dimensional, with not only finely carved dragon horns, but also scales and other details.
Giant minifigures visit the "New Ideas Garden Party", and the LEGO sets recreate the scene of gathering together.
Photo: Beijing News Shell Financial Reporter Yu Meng'er.
In Taikoo Li South, giant LEGO minifigures staged the "New Ideas Garden Party". The Beijing News shell financial reporter noticed that during this year's Spring Festival, Lego "amplified" two classic building block sets of "Spring Festival Xianglong Nafu" and "Spring Festival Le Manlou" to create an immersive New Year interactive experience. The reporter followed the crowd through the New Year archway full of rituals and saw that the Lego minifigures were "performing" a lively dragon and lion dance performance, full of festive and joyful atmosphere. In the "Xinyi Photo Studio" area, people pick up their mobile phones and cameras here to freeze the moment full of happiness; When you arrive at the "Daiji Wishing Pavilion", you can participate in the LEGO Year of the Dragon scratch event and bring good fortune home.
Figures**.
Walking into the LEGO store, the "Five Blessings of the New Year" brick set is on sale. The staff told the Beijing News Shell Financial Reporter that the set restores the auspicious symbol of Chinese mythology, which is suitable for children to learn traditional culture in play. In addition, the "Spring Festival Joy Building" set reproduces the scene of the whole family gathering together to celebrate the Spring Festival, showing a strong festive atmosphere. The "Festive Calendar" set allows the dragon boat to carry decorations full of New Year's flavor, and you can "say goodbye to the old and welcome the new" by flipping the number slider.
Fashion brands join hands with artists, and New Year's items are "hidden secrets".
With the Spring Festival approaching, in addition to interpreting the image of the Chinese zodiac, more and more brands have begun to create resonance with consumers by co-branding with artists and digging deep into the connotation of traditional Chinese culture.
Screenshot of the official website of Acne Studios.
The Beijing News Shell Finance reporter noticed that the designer brand ACNE Studios joined hands with Chinese artist Zhang Lian this year to jointly perform a limited series of Chinese New Year flavors. According to reports, Zhang Lian presented the image of the "dragon" created by himself on many items of Acne Studios, adding playful colors to it while conveying the beautiful expectations for the Year of the Dragon. Tight tops, T-shirts and shirts are embroidered with a "dragon" pattern. The Platt bag is embellished with silver leather with red details to create a joyful Chinese New Year vibe.
Figures**.
Skincare brand Weilan Beauty (WEI) cooperated with the Jingdezhen Chinese Ceramics Museum and joined hands with Sun Lixin, the inheritor of intangible cultural heritage, to leave a pattern of soaring dragons and flying phoenixes on the bottle of the "Ming Dynasty Yurong Essence Water Arts and Crafts Artist Limited Edition".
Screenshot of Loewe's online boutique.
Last year, the Spanish brand Loewe, which was loved by Chinese consumers with its "monochrome glaze" series, seems to have seen the dividends brought by the deep integration of traditional Chinese culture, and this year started with the traditional jade culture and launched the "jade series". Based on the brand's iconic bags, the collection has been modified to resemble jade, with colours inspired by six jade carvings: Jasper Green, Jade Red, Spring Jade Green, Sugar Yellow, Deep Khaki and Jade Purple. Each bag comes with a special inner pocket containing a lucky jade of the same colour to symbolize good luck.
Beijing News Shell Financial Reporter Yu Meng'er.
Edited by Li Zheng.
Proofreading by Liu Baoqing.
Photo by Beijing News shell financial reporter Yu Meng'er.