Fashion celebrates the Year of the Tiger: special collections and campaigns
Although the year has just begun, luxury fashion houses are ready to celebrate the Chinese Lunar New Year of the Tiger 2022 along with some 2 billion people in Asia and beyond on the 1st of February. Brands like Gucci, Prada, Miu Miu, and Balenciaga have launched zodiac campaigns and tiger-themed collections for the occasion. Similarly, Burberry, Valentino, Kenzo, Dior, Louis Vuitton, and Bottega Veneta also have an eye on the Asian luxury market. So, check some great ads and collections, and find out why Gucci’s campaign is causing a stir on social media.
In #GucciTiger campaign animals are not props
Animal activists and customers are roaring on social media in disapproval of Gucci‘s latest campaign for the collection that celebrates the Year of the Tiger. The images showing real-life tigers joining models for high tea at a fabulous hotel have sparked backlash. Alessandro Michele and the Italian fashion house were accused of exploiting the big cats. But Gucci explained an animal welfare organization monitored the set and the tigers while Angelo Pennetta filmed and photographed them in a separate safe environment and then featured within the Year of the Tiger campaign. Furthermore, the luxury brand has supported the Lion’s Share Fund since February 2020. Nevertheless, many feel the campaign could encourage the trade of endangered animals. So, is Gucci out of touch with its customers? Watch the video above to understand what the fuss is about.
Fashion house Prada calls action to save tigers from extinction
On the other hand, Prada launched its campaign combined with the project “Action in the Year of the Tiger”. The brand invited young art students worldwide to interpret the tiger through paintings and sculptures, and Prada will use the finalists’ works during the 2022 campaign. The goal is to raise awareness on safeguarding tigers from extinction, and the fashion house will also donate to the Chinese foundation Walking with Tiger and Leopard. Liu Song photographed the Chinese actor Li Yifeng and actress Chun Xia for Prada’s campaign.
Balenciaga celebrates The Year of Tiger with sense of humour and a great capsule collection
Balenciaga celebrates the Year of the Tiger with a capsule collection inspired by the gorgeous feline and a great ad campaign. As a result, the 57 exclusive garments and accessories feature the colours of the tiger, black and orange, and animal print. Photographer Chris Maggio shot images in such angles that create fun optical illusions.
Miu Miu created animation Tees to celebrate the Chinese New Year starting in February 2022
Miuccia Prada’s Miu Miu pays tribute to the Year of the Tiger with a capsule collection of T-shirts that celebrates the event. The playful tees feature Tigger (Winnie the Poo’s BFF) and other animation characters like Tillie Tiger, Tiger Girl, and the wrestler Tiger Mask. Julie Greve shot the models styled by Lotta Volkova, sporting the cute tiger tops for the Chinese New Year’s campaign. By the way, look at how Miu Miu welcomed the Chinese New Year of the Ox.
Last but not least, what to expect in the Year of the Tiger 2022
The Chinese Zodiac dates back to the Qin Dynasty, over 2000 years ago. It’s based on the legend of the Jade Emperor, who challenged all animals to a great race. The courageous tiger was sure he would win—nevertheless, the cunning rat and the diligent ox beat him.
According to the Chinese zodiac, the third animal in the 12-year calendar represents strength, power, and growth. Additionally, we’re entering the Year of the Water Tiger, which comes every 60 years, bringing positive changes. In short, the Year of the Water Tiger will be all about taking risks, learning, facing challenges with courage, being enthusiastic and generous with ourselves and others. Finally, you may also enjoy reading Notorious predictions for 2022. And in conclusion, these are all excellent reasons to want to add some new fashion pieces to your collection and celebrate the Year of the Tiger in style.
Why not incorporate the tiger’s energy into your wardrobe?
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Title photo courtesy of Gucci.