Thumbs down over zodiac-themed Lunar New Year collections launched by luxury brands for the China market
Designer and internet users far from impressed with the designs, with one saying they did not show sincerity to the China market
More luxury brands are launching Chinese zodiac-themed collections to mark the Year of the Monkey and cash in on the Lunar New Year mood, but some designs have sparked animated discussion online about their lack of attractiveness.
High-end designers like Louis Vuitton, Dior, Calvin Klein, Piaget and Giorgio Armani have all produced special New Year products this year, hoping to make the Chinese part with their money during the holiday season.
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“This is not a brand new trend but seems to gather more steam with a wider variety of CNY products available each year,” said Aaron Fischer, regional head of consumer and gaming research at brokerage and investment firm CLSA.
But internet users and a renowned local designer criticised some of the designs.
In the eyes of the designer, Freeman Lau Siu-hong, some of the designs were “too casual” and didn’t show much “sincerity” to the China market.
“Designers just put random animal images on the items, without discovering the cultural meaning behind.” he said.