Bottega Veneta
Newly appointed brand ambassador Shu Qi stars in Bottega Veneta’s Lunar New Year campaign, which focuses less on clothes and more on the emotions associated with the holiday. Characters stroll along the waterfront, climb on rocks at the beach, and take long drives on mountain roads. Shu Qi, on the other hand, admires the sunrise from a balcony in Shanghai. It’s different. But Bottega Veneta under Matthieu Blazy has always been different. After all, it deleted its Instagram account in 2021.
Burberry
The streets of Chengdu act as Burberry’s backdrop for its Lunar New Year 2024 collection. Lensed by Ryan McGinley, several members of the brand’s community, including ambassadors Tang Wei (above) and Chen Kun, drape themselves in Burberry’s classic wardrobe archetypes given a fresh, prosperous coat of paint. Red has never looked so good.
Dior
For the Year of the Dragon, Dior reaches back in time to a relationship that began in 1954 when Henry Clarke shot feminist artist Niki de Saint Phalle in a Dior look. Over the decades, she’s emerged time and time again, most recently in 2018 when Maria Grazia Chiuri paid tribute to her in the 2018 spring/summer collection. This season, Dior recalls three of the artist’s works in her fascinating universe. Incidentally, Tu es mon Dragon (1968), Strength (1973), and Foulard Zodiaque (1991) all feature dragons of some kind.
Max Mara
While most houses use red as a backdrop or contrast, Max Mara has fully embraced the larger-than-large hue. For the Year of the Dragon, the brand tells the story of two heroes, Max the Dragon and his companion Little Ted, embarking on a mystical adventure. And like any intrepid traveller, they need clothes, such as a teddy bear coat, a zipped teddy bomber, and a glamorous coat in a rich red shade. Other items in the collection include printed shirts and fun knitwear.
Moncler
Look closely at Moncler’s new capsule collection and you’ll find a dragon’s head fused with the brand’s logo, intended to demonstrate a positive message of power and strength. The mythical creature’s influence continues in the boudin quilting, which is inspired by the shape of dragon scales and patterns on the suit of armour. Exuberance and empowerment, what better ways to start the new year with?
Miu Miu
In conjunction with the Lunar New Year, Miu Miu has launched its fourth limited edition Upcycled Collection. First unveiled in 2020, Miu Miu Upcycled tells the stories of clothes and the people who have worn them in the past. This time, the brand turns its attention to upcycled jeans, creating wide-legged denim, trucker jackets, bra tops, shorts, and accessories from old denim. These materials were chosen specifically for their colour, weight, and fade. In a season usually filled with excess, Miu Miu brings our attention back to the more important things in life.
Polo Ralph Lauren
There are male and female outfits designed exclusively for the Lunar New Year, but it’s all about the young ones for Polo Ralph Lauren this festive season. There are several knit outfits featuring everyone’s favourite New Yorker bear in red and a mini-cable cotton cardigan in two colour variations, red and white. Family photos are complete now, thanks to Polo Ralph Lauren.
Tod’s
The dragon that wraps itself around the Tod's logo. 
The limited edition sneaker.
The Italian brand eschews red for its limited-edition collection in favour of white and burgundy. It’s a subtle ode to the festive season and an understanding that the detail is in the craftsmanship. There are three styles of shoes, including the iconic Gommino Bubble, a sneaker, and the rubber sole loafers. All feature a double dragon pattern combined with the Tod’s logo in the inner soles and contrasting colour stitching.
