As the Lunar New Year approaches, major brands are launching limited edition collections to celebrate the occasion. They are also releasing advertising campaigns to welcome the Year of the Dragon and convey auspicious meanings. Sportswear brand lululemon has invited actress Yang Ziqiong to explore physical and mental well-being with everyone. Balenciaga, on the other hand, celebrates the upcoming Lunar New Year with a warm and humorous approach, using the homophone “Paris is home.” Prada, with its deep colors, recreates the atmosphere of art films, particularly the festive and joyful atmosphere captured in classic Chinese cinema.
lululemon invites actress Yang Ziqiong to appear on camera
Welcoming the new year, of course, the most important thing is to have physical and mental well-being! Lululemon, a sports brand that has always been committed to promoting physical and mental balance and connecting with others, has invited international actress Yang Ziqiong and eight dancers from the dance drama “Wing Chun” to collaborate on the shooting of the themed short film “New Spring, Wing Chun” to celebrate the Year of the Dragon, which symbolizes new beginnings and hope.
The theme of this short film, “Spring, Singing Spring,” explores physical and mental well-being from the perspective of Eastern culture, using the three elements of essence, energy, and spirit. The film showcases Chinese martial arts Wing Chun and dance, interpreting the state of being like a breath of fresh air in spring. It invites the public to pursue balance and find their own eternal spring. The short film was produced by an all-star production team and filmed in Jingning, Zhejiang and Xiandu, collaborating with international actress Yang Ziqiong and dancers from the Shenzhen Opera and Dance Theater.
Yang Ziqiong said, “I am very happy to collaborate with lululemon. Sports have always been an important part of my life. As a member of the International Olympic Committee, I hope to promote sports and encourage more people, especially the younger generation, to benefit from them.” She continued, “Wing Chun holds a special meaning in my heart. I had the honor of starring in the movie “Wing Chun” in 1994, and I am delighted to collaborate with these professional dancers thirty years later to reinterpret Wing Chun through the short film “New Spring, Wing Chun”. I greatly appreciate the concept of this collaboration because having our own inner spring throughout the year is our superpower.”
“Paris is home” Lunar New Year is all about family reunion.
The Lunar New Year is an important festival for family reunions. This time, Balenciaga specially took the homophonic phrase “Paris is home” as the creative inspiration for their advertisement, using warm and humorous techniques to celebrate the Chinese region and the upcoming Lunar New Year reunion.
“Paris is Home” advertisement, filmed in the comfortable and cozy setting of a family home, featuring a group of brand friends showcasing the inspiration from doodles graffiti-style hand-drawn logo prints on long-sleeve t-shirts, hoodies, denim jackets, paired with Le Cagole handbags. The advertisement was shot with Polaroid cameras and presented in instant photo format, capturing the beautiful moments frozen in time during the festive season for friends.
PRADA
In the Chinese zodiac, the dragon is a mythical creature that symbolizes abundance and good luck. Prada’s 2024 Lunar New Year advertising campaign recreates the atmosphere of art films with deep colors, especially the optimistic and joyful festive atmosphere under the lens of classic Chinese films. Starring Du Juan, a supermodel and actress who performed in Wong Kar-wai’s TV drama “Blossoms,” and Zhao Lei, the protagonist of the short film “First Spring” premiered at the Pradasphere II exhibition in Shanghai. The campaign brings together two rising stars in the contemporary Chinese cultural scene, including fashion and art photographer Zhang Jiacheng and musician Linfeng (Li Linfeng), who also serves as the producer. The latter’s music composition is inspired by the lively rhythm of traditional Chinese music. The campaign’s still photos were shot at the century-old mansion “Rong Mansion,” which was carefully restored by Prada and reopened in 2017 as a venue for cultural events held by the Prada Group in China.
To celebrate the Year of the Dragon, Prada has launched a special collection of ready-to-wear clothing, handbags, shoes, jewelry, and accessories. The featured women’s items in the advertisement include a lightweight organza midi skirt, paired with a soft and comfortable knit sweater and a suit jacket cinched with a belt. As for handbags, the collection includes the latest Prada Buckle and Prada Arqué, as well as the delicate Re-Nylon regenerated nylon or leather version of the Re-Edition. The men’s collection focuses on the classic Re-Nylon regenerated nylon fabric, crafted into a range of jackets, vests, trousers, shirts, backpacks, and travel bags.
