As many of you may know, 2019 is the Year of the Pig according to the Chinese Lunar New Year. We’re all celebrating, and luxury brands are too. Chinese buyers make up approximately 33% of all luxury goods consumers, so major companies are coming up with new limited edition products to showcase to these Chinese millennials.
First of all, what is the significance of the Year of the Pig? Well, in the Chinese culture, pigs are a symbol of abundance and good fortune. People born in the year of the pig are characterized as compassionate and generous. Pigs themselves are adorable and their large ears and round, chubby faces mean good luck. Let’s take a look at luxury designers’ spin on the year of the pig themed fashion:
Gucci: Gucci skillfully marketed their new campaign using the Chinese social media platform, Wechat, titling an article with their new products “The Gucci Pig Family,” which was filled with fun images of cute pigs and showcased their pig-themed luxury goods. Gucci looked to cartoons for inspiration, as they have several monogrammed items sporting Disney’s three little pigs. Its campaign has proved successful, with many Chinese customers giving positive feedback.
Longchamp:Famous for their classic Le Pliage Cuir, Longchamp collaborated with Chinese fashion blogger Mr. Bags, to bring a series of pig-themed handbags and wallets. This is the 2nd year of Mr. Bags’ collaboration with Longchamp and is a spinoff of the dog-themed handbags from last year. Mr. Bags is famous in China for making a handbag sell in less than 4 minutes.
Louis Vuitton: Louis Vuitton’s Chinese New Year capsule collection is targeted towards cute accessories like keychains and scarves; though on a smaller scale than Gucci.
Moschino: Moschino, like Gucci, took a similar approach to the use of cartoon pigs. Of course, Moschino is known for its kitschy designs that are clearly seen in this capsule collection. Casual silhouettes of hoodies, crewnecks, and denim jackets never looked so fashionable.
Sources:
https://www.forbes.com/sites/barrysamaha/2019/01/29/chinese-new-year-2019-year-of-pig-products-luxury-brands-gucci-louis-vuitton-roberto-coin-vacheron-constantin-moschino/#68e675d34368
https://www.prnewswire.com/news-releases/luxury-retailers-from-gucci-to-chloe-and-baccarat-launch-limited-edition-year-of-the-pig-products-for-chinese-new-year-february-5-300785630.html
https://jingdaily.com/golden-pig-luxury/
https://hypebae.com/2019/1/chinese-new-year-pig-limited-edition-louis-vuitton-bape-tea-pot-pharrell-adidas-originals
Great Post . I love the year of the pig products!
I recently wrote in my blog about fashion and the year of the pig .
Just love all the piggy merch.
Jandrew
Dress The Part
https://jandrewspeaks.com
The background information is very accurate and informative. My mom was born in the year of the pig. I’m sure if I showed this to her, she would want to buy something. The pictures were very helpful in showing the type of products that are being produced. Thanks for posting.
Wow, all of these look very fashionable. I’m not very fashionable myself though… Regarding the year of the pig, I’m glad that people are making articles of clothing and such in honor of it. Here’s to a good year!
Great article Jennifer! The Year of the Pig is shaping up to be a great year in fashion trends and it is great to see so many high-profile brands recognizing the Chinese culture. Some of the products are super cool, especially the Louis Vuitton Pig keychain. The cartoon pig by Gucci and Moschino is also really cool and seems to offer a more airy, playful approach to the holiday. I would cop, but i’m still chasin the bag. Keep up the good work!