Lucky Rabbit: The protagonist of the year

On January 22nd the new lunar year begins and this year, 2023, it is the turn of the Rabbit. The Chinese New Year is the most celebrated and the most important holiday in Asia, the beginning of a new year based on a system governed by the monthly cycle of the phases of the moon.

The Chinese community will welcome the year 4721, represented by the Water Rabbit. The celebration will begin on the first day of the first lunar month and will end with the Lantern Festival 15 days later.

Why am I telling you this?

For several years now it has become a tradition for luxury brands to create exclusive capsule collections and limited editions to celebrate the Chinese New Year.

It is therefore undeniable that this is a global phenomenon that has crossed the borders of Asian territory and is having a profound impact on Western culture.

More and more companies have been inspired by the oriental zodiac to create allusive collections with bold designs and characteristic colors.

But why is this happening? Why are brands joining a celebration that originated in a different culture and takes place on the other side of the world?

Undoubtedly, one of the main reasons why this date has not gone unnoticed by luxury brands has to do with the weight of Chinese consumers in the industry.

It is well known that the Asian market accounts for around 30% of global luxury consumption, which is why brands pay special attention to it. Although it is not the only time of the year when brands launch limited edition capsules, it is true that those of the Lunar New Year are special in terms of the variety of designs and products.

This year, 2023, is the Year of the Rabbit, the animal that occupies the fourth place in the oriental zodiac and is a symbol of peace, longevity, prosperity and hope in Feng Shui. That is why it has become the main protagonist of this season's campaigns.

Here are some of my favorite collections that were launched to welcome the new year:

Ferragamo

Do you know how the prints in this collection were made? Let me tell you! To create the prints of the collection, the eyes of different rabbits were photographed with a macro lens. Fascinating!

Burberry

The brand created the "Take a leap" campaign, a trilogy of films starring Chinese actors and athletes who leap into the unknown in search of incredible adventures.

Gucci

For the occasion, the Italian company presented a maximalist collection with bold colors and patterns. My favorite piece is undoubtedly the graffiti print watch.

Givenchy x Disney

To celebrate the Year of the Rabbit and Mickey Mouse's 100th birthday, the two brands teamed up to launch a capsule featuring Oswald the Lucky Rabbit.

Dior x ERL

This exclusive capsule was designed by creative director Kim Jones in collaboration with Eli Russel Linnetz. The French brand's collection seeks to revive the spirit of Wonderland through a new look.

ACNE STUDIOS

Acne Studios celebrates the Lunar New Year with ceramic artist Apollinaria Broche, delivering a beautiful collection of decorative and wearable art.