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Luxury’s Lunar New Year 2024: How Burberry, Harrods & Loewe Honor Tradition
Ivy Vu
- Fashion Blogger -
Luxury Embraces Lunar New Year with Authenticity
Lunar New Year has long been a major moment for luxury brands, but in 2024, there’s a shift toward deeper cultural storytelling. Instead of simply incorporating zodiac motifs, brands are collaborating with Chinese artisans and designers, integrating traditional craftsmanship into their collections.
Luxury Embraces Lunar New Year with Authenticity
Lunar New Year has long been a major moment for luxury brands, but in 2024, there’s a shift toward deeper cultural storytelling. Instead of simply incorporating zodiac motifs, brands are collaborating with Chinese artisans and designers, integrating traditional craftsmanship into their collections.
From limited-edition fashion capsules to artful collaborations, Burberry, Harrods, and Loewe are leading the charge with unique interpretations of the Year of the Snake—each blending heritage with contemporary luxury.
Harrods x Labelhood: Showcasing China’s Emerging Designers
Bridging Fashion and Cultural Heritage
For the third consecutive year, Harrods has partnered with Labelhood, China’s premier incubator for independent designers, to present an exclusive pop-up at its Knightsbridge store in London. Running from January 9 to 21, this collaboration spotlights cutting-edge Chinese designers like Tangxindan and Ya Yi, offering them a platform to reach a global audience.
Drawing inspiration from Jingdezhen’s renowned porcelain heritage, the pop-up blends high fashion with interactive experiences, strengthening the emotional connection between consumers and Chinese artistry.
Cultural Engagement & Social Impact
Luxury consumers increasingly seek authenticity, and this campaign resonates deeply. On China’s Xiaohongshu, Labelhood has 42,200 followers, while Harrods boasts 20,600. The campaign’s hashtag, #HomeAcrossTheFourSeas, has already garnered 11,000 reads, highlighting the rising demand for culturally nuanced luxury experiences.
Beyond fashion, Harrods enhances its Lunar New Year celebration through curated dining experiences. Exclusive menus at Chai Wu and festive hampers further immerse shoppers in the holiday spirit, seamlessly merging gastronomy with tradition. This holistic approach not only enriches the shopping journey but also caters to high-spending Chinese travelers seeking familiar cultural touchpoints abroad.
Burberry x Qian Lihuai: Merging British Heritage with Chinese Craftsmanship
A Fusion of Tradition and Modernity
This year, Burberry has collaborated with renowned Chinese artisan Qian Lihuai, whose bamboo-weaving sculptures feature prominently in the brand’s Lunar New Year campaign. The “Us” series, a collection of nine handcrafted bamboo sculptures, was unveiled on January 5, perfectly aligning with the Year of the Wood Snake—an occurrence that happens only once every 60 years.
Captured by acclaimed photographer Walter Pfeiffer, the campaign seamlessly merges Burberry’s rich British heritage with Chinese craftsmanship, reinforcing the brand’s commitment to authenticity.
Consumer Engagement & Social Media Reach
Luxury brands are recognizing the power of social media in amplifying their campaigns. On Weibo, the hashtag #Burberry2025NewYearEveCollection has already reached 17.9 million reads, reflecting strong consumer interest.
Gifting & Storytelling in Luxury
Burberry integrates Lunar New Year elements into elegant, gifting-friendly accessories. A reimagined Burberry check and the B snake motif make the collection festive yet timeless, appealing to shoppers in search of sophisticated holiday gifts like scarves and bag charms.
By embedding handcrafted artistry into its designs, Burberry sets the standard for culturally sensitive luxury marketing, strengthening its connection with Chinese consumers.
Loewe x Xiong Songtao: Reinterpreting Cloisonné for Contemporary Luxury
Preserving Heritage Through Modern Design
Loewe honors Lunar New Year with a collaboration that reimagines cloisonné enameling, a traditional Chinese metalworking technique. Partnering with third-generation enameller Xiong Songtao, Loewe integrates cloisonné motifs into its signature Nest bag and accessories, offering a modern take on centuries-old craftsmanship.
The collection launched in China on December 28 and globally on January 9, reinforcing Loewe’s dedication to artisanal luxury.
Symbolism & Artistic Innovation
The designs feature auspicious symbols, including:
• Snakes (representing wisdom and transformation)
• Monkeys and swirling cloud motifs (symbolizing good fortune and prosperity)
• Snake chains and sculptural elements (adding a contemporary edge to the collection)
Social Media Impact & Consumer Response
Loewe’s culturally rich approach has resonated strongly with luxury shoppers. On Weibo, the hashtag #LoeweNewYearSeries has already amassed 2.3 million reads, demonstrating widespread engagement.
A Multisensory Storytelling Approach
Expanding beyond fashion, Loewe has introduced “Spring Awakening: Dance of the Snake”, a mesmerizing short film blending modern dance, shadow puppetry, and kite-making. This innovative campaign not only celebrates Lunar New Year but also reinforces Loewe’s role as a cultural curator—blurring the line between fashion and art.
The Future of Lunar New Year in Luxury
These collaborations signify an evolution in luxury’s approach to Lunar New Year. Instead of relying on generic zodiac-themed designs, brands like Harrods, Burberry, and Loewe are embracing:
• Authentic craftsmanship (partnering with Chinese artisans)
• Immersive storytelling (blending art, heritage, and fashion)
• Heritage preservation (modernizing traditional techniques)
As Chinese luxury consumers increasingly seek meaningful cultural experiences, we can expect more brands to shift towards deeply rooted storytelling and collaborations with artisans who bring their traditions to life in fresh and unexpected ways.
In 2024, the Year of the Snake sets a new precedent—one where luxury is about more than exclusivity; it’s about honoring and elevating cultural heritage.
