Luxury Brands Going the ‘Ox-tra’ Mile for Chinese New Year

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Luxury Brands Going the ‘Ox-tra’ Mile for Chinese New Year

China’s most-important festival of the year is just around the corner, and to celebrate, more than 130 luxury brands have launched new products on Tmall Luxury Pavilion ahead of the crucial shopping holiday.

Chinese New Year celebrations have taken on an added significance as consumers are eager to put 2020 in the rearview mirror and start afresh, per Alibaba Group’s dedicated platform for high-end brands. This has fueled a surge in spending, from new clothes to gifts for loved ones, in the world’s fastest-growing luxury goods market. And with international travel still out of the question for most, people will likely indulge in spending sprees locally and digitally instead.

Here’s a glimpse at what the world of luxury has been doing online to usher in the Year of the Ox.


Gucci‘s latest campaign served up a dose of nostalgia, especially for generations of consumers who grew up watching Japanese manga and anime. The playful collection combined celebration of Doraemon’s 50th anniversary with Chinese New Year, featuring the beloved robotic cat diguised as an ox – complete with hooves and horns – standing proudly over the Italian fashion house’s classic monogram.


The British luxury brand also paid homage to the holiday with a limited-edition, ox-inspired range, comprising a refreshed take on its signature trench coats, shirts, footwear and accessories, including a horn-adorned baseball cap. Burberry also released a short film, titled, “A New Awakening,” which celebrated the arrival of spring and new beginnings.


The storied jeweler crafted new creations specifically for Chinese New Year for the first time this year. This includes a Trinity necklace embellished with a red gemstone and a Ballon Blue de Cartier timepiece that’s paired with a red strap. It also featured other products that come in an auspicious color, such as a red-cord Trinity bracelet – a nod to the red-string bracelets that symbolize blessings and love in Chinese culture.


The Swiss luxury watchmaker expanded its métiers d’art collection with two new timepieces that took cues from China’s traditional paper-cutting techniques. The watches, which come in pink gold and platinum, are limited to just 12 pieces each. At the center of the dial is an ox, surrounded by motifs from classic iconography.


The Italian fashion house went all out this this year with its first-ever gamified feature to engage Chinese shoppers, as well as a 16-piece limited-edition collection, including everything from dresses and jackets to a bright-red handbag with nose ring and horns. The products are emblazoned with a cartoon ox that was reinterpreted from Moschino’s design archives.


DVF launched dedicated products for Chinese New Year, including a new, red-colored version of the designer’s legendary wrap dress inspired by China’s traditional qipao.


Ralph Lauren teamed up with Hong Kong-based streetwear label Clot to give the company’s classics an east-meets-west twist, including reworking its polo and chambray work shirts with frog-button closures often found in traditional Chinese garments.


Mulberry launched limited-edition, eco-friendly Portobello Totes exclusively on Tmall Luxury Pavilion. The totes comes in two colors – blue and red – and feature a new print, inspired by Chinese knots that represent good fortune for the new year. It also made small leather accessories inspired by the country’s traditional knotting techniques.


The Italian leather goods maker took to bold splashes of red for its CNY 2021 line. The brand’s Viva Bow shoulder bag, flats and silk scarves come in a new print that draws on themes and elements, such as pagodas, lotus flowers, bamboos and auspicious animals.


Chloé marked CNY by launching special-edition shirts, jewelry and bags, decorated with ox-themed pins. The collection includes revamped versions of the French designer brand’s Daria Mini and Drew handbags, an all-red Fredy bottle bag and an adorable AirPods case with ox horns.

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Chinese E-CommerceLunar New YearLuxuryTmallTmall Luxury Pavilion
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