A silver lining to China's strict border rules, projects and products riding on the back of gifting tradition around Chinese New Year are gaining global visibility.
The collection campaign features real tigers, shot by Angelo Pennetta and conceived by creative director Alessandro Michele. All products from this collection will be wrapped in themed packaging and special labels adorned with the allover Gucci Tiger print.Brands including Louis Vuitton, Dior, Prada, Giorgio Armani, Fendi, Versace and many more are also releasing holiday capsules both in China and abroad simultaneously.
Cameron Lee, a mother of three who moved to Vancouver at the age of 18, said her choices for Chinese New Year luxury shopping have seen a visible increase since last year. Like its eponymous zodiac animal, the year of the tiger is often associated with strength, courage and ambition, and those who are born during this year are believed to be more confident, enthusiastic and generous.
This year, some brands take a literal approach to the animal, offering items with realistic portrayals of the tiger.Louis Vuitton’s Chinese New Year capsule features motifs of a tiger, depicted crawling on top of its iconic trunk, on scarves, plates and a puzzle set, while Ferragamo’s silk foulard and handbag are decorated with an artistic tiger pattern designed by modern artists Sun Yuan and Peng Yu.
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