year of the tiger collections

ENFNTSTERRIBLES

Brands Are Jumping Massively on the Year of the Tiger Train: Our Favorite Collections

In case you didn’t notice: the Lunar New Year, also known as the Chinese New Year, has become an important event on global brands’ calendars. This is one of the most important moments of celebrations in East Asian countries such as China, Vietnam, South Korea, Malaysia, Taiwan, and Hong Kong (yes, we know it’s not a country, but it is its own region). Since they became an important market (if not the most important market) for a lot of European and American brands, Lunar New Year capsule collections became an essential extension to the traditional offer.

The Year of the Tiger

2022 is the year of the Tiger, and it starts on February first, to be precise. The Tiger is the third animal in the 12-year cycle of the Chinese Zodiac, and it represents strength, exorcising evil, and braveness. This year’s tiger is called a water tiger, which can create a strong sense of self-esteem and affinity to learn.

In each East Asian country, Lunar New Year is celebrated in slightly different ways. While Koreans often wear Hanboks (traditional Korean clothing) for Lunar New Year, Chinese, Taiwanese, and inhabitants from Hong Kong will dress in red because it’s said to scare away spirits of bad fortune. This obviously explains why most capsule collections or Lunar New Year campaigns contain a touch of red.

Brands have been launching Lunar New Year capsule collections for a while now, but we feel that the focus on it is becoming bigger compared to a few years ago. This year especially Gucci and Balenciaga seemed to step up their game but also international beauty brands such as MAC or coffeehouse chain Starbucks dropped a special Year of the Tiger capsule. Bottega Veneta even took over part of the Great Wall with a colorful festive message. Scroll down for our seasonal favorites.

year of the tiger collections

Gucci

MAC Cosmetics

year of the tiger collections

Dior Men

year of the tiger collections

Starbucks

year of the tiger collections

Balenciaga

year of the tiger collections

Prada

year of the tiger collections

Burberry

year of the tiger collections

Cos

Bottega Veneta Lunar New Year

Bottega Veneta

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