The Lunar New Year brings with it feelings of warmth and togetherness as families celebrate with time-honoured traditions.

Every year, fashion brands pay tribute to this festive season through capsule collections accompanied with creative campaigns.

Vibrant spirit

Fendi marks this year’s Lunar New Year and celebrates its centenary with Fendi eyes, a striking capsule collection that reimagines the Maison’s DNA elements with a festive and contemporary flair.

Designed for both women and men, the collection features a playful reinterpretation of the brand’s signature “monster eye” design, originally inspired by the playful Bag Bugs bag charms.

To celebrate the vibrant and festive spirit of the Lunar New Year, friend of the house Cheng Xiao and brand ambassador Xu Kai feature in a special photo and video campaign.

In the video, they casually switch looks while showcasing a selection of the brand’s most coveted pieces, including the iconic Mini Peekaboo and Baguette bags, the Peekaboo ISeeU Small and Baguette Soft Trunk bags, and the Strike Mini backpack.

Read more: Layered, reddish-brown, short bobs: Trending hairdos for Chinese New Year

Imagination brought to life

Joining Carina Lau in the imaginative campaign is her close friend, Anna Kamiyama. Photo: Self-Portrait

Legendary actress Carina Lau returns in Self-Portrait’s Lunar New Year campaign, celebrating the Year of the Snake.

Joining Lau in the imaginative campaign captured by photographer Feng Li, are Lau’s close friend Anna Kamiyama, celebrated actor Bowie Wu Fung and William Chang, the art director and producer behind Wong Kar Wai’s iconic films.

Rooted in the collective memories of growing up with TVB dramas, the new campaign pays homage to the way stories shaped lives and connected families and loved ones.

These dramas were more than just entertainment – their stories enriched simple meals, often described as “TV gravy mixed with rice” (电视汁捞饭).

The campaign revisits these formative moments with a cinematic campaign capturing intimate glimpses into festive life in Hong Kong.

Intertwining nostalgia with the glamour of modern festivities, the campaign unfolds over two “Acts Behind the Silver Screen”, each depicting different scenes.

Timeless elegance

The Jacquard Collection showcases a perfect fusion of opulence and artistry, crafted from premium custom-designed jacquard fabrics. Photo: Hanya

Homegrown brand Hanya’s Lunar New Year 2025 Collection is a thoughtfully curated range that bridges the gap between tradition and modernity.

Rooted in the cherished traditions of Chinese New Year, the narrative celebrates heartfelt moments, shared experiences and the timeless values that make the season special.

Featuring real connections and stories, the campaign highlights multi-generational love with models including co-founder, Veen Dee’s family.

Two distinctive launches, each showcasing a seamless blend of artisanal craftsmanship and modern silhouettes, make up the collection.

The Embroidery Collection exudes timeless elegance, crafted from luxurious Tencel Silk and adorned with delicate embroidery, while the Jacquard Collection showcases a perfect fusion of opulence and artistry, crafted from premium custom-designed jacquard fabrics.

Read more: Packed with style and personality, the boho chic aesthetic gets a fresh update

Understated sophistication

Hu Ge embodies the brand’s signature elegance in the brand's 2025 Chinese New Year Campaign. Photo: Giorgio Armani

Giorgio Armani’s 2025 Chinese New Year Campaign features global testimonial Hu Ge, who embodies the brand’s signature elegance in stylish apparel.

To capture a sense of understated sophistication, the campaign incorporates design elements inspired by the symbolism of the Year of the Snake.

Through intricate graphic designs and delicate embroidery, the capsule conveys themes of reunion and harmony, celebrating the festive spirit of the season.