![]() ![]() ![]() The result was a pig-themed handbag featured in a lookbook with Chinese stars Tiffany Tang (唐嫣), Wu Lei (吴磊), Chinese model Xi Mengyao (奚梦瑶), and many others. Longchamp was one of the first brands to begin their CNY campaign on December 13th, which kicked off the first round of CNY celebrations in collaboration with Shanghai-based Chinese fashion blogger Mr. The first post debuted an exclusive China handbag collection called Seaton (from about $1,402 to $1,727), the second one included cute pig-themed stickers, and in the third and final one, the brand revealed how consumers can purchase these at Tmall’s luxury portal Luxury Pavillion and win a bag through an interactive game on WeChat. The visuals were a refreshing interpretation of traditional Chinese icons like bamboo and a Chinese temple, but with a more modern watercolor-style twist. The UK leather goods brand Mulberry released multiple posts on WeChat to celebrate CNY. The post also linked those product images to a mini-program where consumers could buy goods via WeChat as well as download fun CNY-inspired chat stickers. On January 10th, the brand published a long-form WeChat article, titled “The Gucci Pig Family,” which was filled with fun images of cute pigs photographed by British artist and filmmaker Frank Lebon. Gucci captured the holiday spirit by overwhelming Chinese consumers with tons of pig motif goods, many of which featured Disney’s three little pigs on products like a wallet (about $1,461), a watch ($1,918), handbags ($2,051) and sneakers ($885). Bags that began back in the middle of December.īelow Jing Daily highlights those campaigns as well as some other successful ones: Thanks to a group of savvy WeChat campaigns, Chinese consumers are praising many brands’ creative ideas this year, including Gucci’s nostalgic themes (Disney’s three little pigs), Dior’s new pattern for a series of China bags, and Longchamp’s collaboration with the famous blogger Mr. The results are not disappointing (I mean, how can you go wrong with a cute little pink pig ( unless you’re Bvlgari)?). Many luxury brands are channeling this year’s charming zodiac character (the pig) to create a wealth of different motifs, hoping to bring lots of Chinese holiday spirit to consumers. ![]()
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