Every year, fashion brands give us a fresh take on style through their Chinese New Year campaigns, celebrating a time of year that precedes the arrival of Spring.
Honouring tradition in various ways, campaigns centre around time-honoured practices and rituals like the colour red and the imagery that evokes feelings of warmth and togetherness.
Self-portrait unveiled its Chinese New Year campaign, directed by its Malaysian founder and creative director Han Chong, in a project with gathered a cast of icons including Malaysian model Ling Tan and legendary actress Carina Lau.
Shot in Shanghai by longtime collaborator Leslie Zhang, the campaign pays tribute to the festive season with a series of scenes which celebrate family, friendship and new traditions.
Carina Lau and Ling Tan are joined by models He Zhi and Ji Shuyan, drawing on the tradition of shared rituals around the dining table, and reunion of loved ones.
The campaign coincides with the release of the brand’s New Year collection, which features styles for women and kids including designs inspired by the cheongsam.
Read more: Bold and vibrant outfits an integral part of Chinese New Year fashion
Tribute to arthouse cinema
In the Chinese zodiac, the dragon is depicted as a wise and powerful animal symbolising prosperity and good fortune and which, according to an ancient myth, gave rise to the Chinese nation.
Prada’s new campaign for the 2024 Chinese New Year celebrates the year of the dragon through images imbued with a deep colour palette and inspired by arthouse cinema, particularly iconic Chinese films.
The result is a series of moving portraits