Top 10 Chinese New Year 2021 capsule collections

Chinese New Year is perhaps the most important non-European national tradition to enter luxury's calendar in the era of globalized fashion. Since the Chinese market took on a central role in the economy of the luxury world, Chinese New Year has become a perfect opportunity for the big fashion brands that, year after year, produce capsule collections and ad hoc campaigns. In addition to being a practical demonstration of the operation of the so-called localized drops (one of the most important trends of 2021 for the luxury market), Chinese New Year capsules represent a unique creative opportunity: being in China each year symbolized by one of the signs of the Chinese zodiac, each collection often has a visual fil rouge that recalls it. 

To tell about this tradition, the editorial staff of nss magazine has chosen the ten best capsule collections of the Chinese New Year 2021.

Prada

Prada's Chinese New Year campaign is titled Enter 2021. New Possibilities and is an optimistic invitation to face the New Year lightly. Top stars from the Chinese entertainment world such as singer Cai Xu Kun, winner of the Best New Artist of the Year award at the GQ Men of the Year Awards, and actresses Chun Xia and Zheng Shuang were involved in the campaign.

Burberry

The brand directed by Riccardo Tisci celebrated the Year of the Ox with a new and colorful version of the Thomas Burberry Monogram Motif as well as with original artwork celebrating the zodiac sign of 2021. With a campaign shot by photographer Feng Li, the collection presents itself as a series of twists on burberry's great classics composing a fairly wide range ranging from pocket bag to swimwear.

Fendi

Instead of insisting on the visual theme of ox, Fendi's capsule focused on the traditionally good-wishing red color and the floral symbolism of chrysanthemums and peonies that represent longevity and prosperity in China respectively. Along with the rest of the apparel and accessories collection, with a particular emphasis on bags, there will also be an ad hoc version of the Forever Fendi watch. 

Dior 

Also in the Dior capsule, red is one of the protagonists, together with a particular reworking of the graphics signed by Shawn Stussy for the brand on the occasion of the Pre-Fall 2020 collection. In particular, the symbolism of the ox is accentuated for a new version of the B23 and B27 sneakers and as a decoration of the bags and backpacks of the collection.

Gucci

Gucci's Chinese New Year collection had already been presented, in the form of a single accessory, during the Gucci Epilogue summer show last July. His graphic theme is the anime Doraemon, whose protagonist is present in an ad hoc version of all the great classics of Alessandro Michele's Gucci, from Rhyton sneakers to loafers and jackets.

Nike

The Nike sneaker capsule dedicated to this year's Chinese New Year has received numerous positive reviews both for its successful graphic maximalism and for the richness of its proposal. The line-up of the collection includes reinterpretations of the Air Max 2090, Dunk Low, Kyrie 7, Blazer Mid SuperRep 2 and four different Jordan models. The inspiration for the collection comes from the popular festivals that often accompany the celebrations of the anniversary with graphics representing fireworks, flowers in buds and decorative golden knots.

Moncler

For its collection dedicated to the Year of the Ox, Moncler entrusted his campaign to photographer Leslie Zhang and, in addition to the traditional red color scheme, played with Chinese pop culture adding a setting reminiscent of the country's classical architecture and a visual theme that recalls kung-fu. The range of dresses consists mainly of outerwear in a series of black and white iterations.

Miu Miu

To celebrate Chinese New Year, Miu Miu signed the campaign called Always New, Always Miu with actress Qiu Tan, teen idol Yifan Zhang, along with models Gu Xue and Yuru Zhang, who make their debut as faces of the brand wearing a mix of sartorial pieces, sportswear and college style. The capsule does not follow the traditional visual theme of red nor does it include the leitmotif of the ox but rather focuses on a collegiate and feminine mood that has always been the signature of the brand.

Vivienne Westwood

Instead of a complete collection, the British designer chose to celebrate the Chinese New Year with a single accessory, a necklace with a voluminous chain whose pendant has the shape of an Ox's head. The pendant is gilded and covered with crystals and has the appeal halfway between elegance and anarchy that is now Westwood's signature.

The North Face

The North Face also reuses the red theme, this time declined in a fairly large collection that has its highlights in outerwear but which includes almost all the traditional categories of clothing such as sweatshirts, t-shirts and accessories. The capsule's garments are then decorated with graphics inspired by Chinese art that reproduce the Ox and a series of floral patterns.