Balenciaga released a capsule collection to celebrate Chinese New Year. The tiger is China’s 2022 Zodiac.

As part of a capsule of 57 pieces, tiger prints can be found on knits, dresses, and slides. As branding, think stripes, lots and orange, and a new Tiger motif.

Accessory, shoes, and small leather goods are also available. Prices range from 150 Euros for fluffy socks to 1,900 Euros for an oversized button dress with orange stripes, for which you can get a pair of socks, to 150 Euros for a pair of socks.

Balenciaga isn’t the only luxury brand that has adopted the lunar new years theme. Prada, Gucci and Burberry all released tiger-themed products just in time for CNY. It officially began on February 1st, and will last until February 11th. The Chinese New Year, also known as Spring Festival, is a time when many rituals are performed, including gift-giving and shopping.

Global Times reports that online retail grew to 700 billion Yuan (108 billion USD) in 2021, as more Chinese couldn’t travel. Brandhouse figures show that retail revenue in the Spring Festival period of 2011 was 405 billion RMB, and it grew to a staggering 1.005 trillion RMB by 2019.

CNY-timed collections that are consistent with local traditions and celebrate good fortune, wealth and happiness can be successful as long as they stay true to the brand’s theme. Brands that offer limited editions and collectible items and change the packaging to reflect the spirit of the Zodiac will be successful.

Image: Balenciaga Lunar New Year

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