The Fashionable Chinese New Year

The Year of the Ox or the Buffalo begins next February 12 with the Chinese New Year, perhaps the first non-European national tradition to be celebrated by the biggest fashion brands, considering the centrality of the Chinese market in the economy of the luxury world.

The fashion house Prada, for example, is dedicating the Enter 2021. New Possibilities campaign to celebrate the Chinese New Year, inviting you to share good intentions with which to welcome the new year through their own e-store on WeChat.

The peony which represents prosperity and beauty, the chrysanthemum symbol of longevity, are considered auspicious flowers according to Chinese tradition and represent the fil rouge of the capsule dedicated to Fendi's Chinese New Year to wish luck and joy for the year.

In fact, this year is the perfect opportunity for the fashion world, not only to celebrate tradition with dedicated capsule collections but above all, in consideration of the delicate moment we are experiencing, to promote ad hoc communication campaigns to convey the best wishes of hope and trust towards the future.