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shopping18h ago
Luxury Gallops Into the Year of the Horse
- Luxury brands are tapping into the Year of the Horse to refresh their Chinese market storytelling in 2026.
- Campaigns emphasize cultural resonance and restraint over loud seasonal marketing, says experts.
- Hermès and Ralph Lauren are cited as having deep, authentic ties to equestrian heritage in China.
- The North Face and Byredo highlight movement and heritage as narrative anchors for CNY campaigns.
- Loewe partners with Shanghai Animation Film Studio to reinterpret a Chinese fable for modern luxury.
- Celine uses an evergreen tree adorned with scarves to evoke traditional folk culture.
- Industry analysts say campaigns should balance tradition with modernity to win Chinese spend during CNY.
- Some campaigns aim for continuity of brand language rather than overt seasonal advertising.
- Mintel data suggests 2026 CNY consumption leans toward practical, culturally resonant purchases.
- The Year of the Horse is seen as a long-term storytelling opportunity, not just a festival season.
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