In celebration of the 2024 Chinese New Year, Maison Valentino has created a new documentary trio called Valentino The Beginning of Red. In this, it says it’s “paying a ‘red’ visit to three cities in China. Seen through the lens of culture, ‘red’ stories and traditions are converging with each other”.
It’s fortunate that the colour associated with Chinese New Year is also closely associated with Valentino (despite pink having done a good job at almost supplanting red as the house colour in recent season).
The film focuses on major cultural items such as the over-100-year-old Xiling seal red ink pad derived from West Lake of Hangzhou that’s an emblem of identity in traditional Chinese culture; Hong Tuan of Quanzhou, namely red sticky rice cake, that’s regarded as a token of reunion; and Xianju Boneless Paper Lanterns of Taizhou, the symbol of celebration that dates back to Tang Dynasty, over a thousand years ago but whose traditional craftsmanship is flourishing anew.
It’s an interesting approach that respects the culture of China and underlines just how crucial the Chinese market and its consumers (both within China and abroad) are to the modern luxury sector.
In a different way, so does the new campaign from Tod’s. It has launched the campaign with newly appointed Global Brand Ambassador Xiao Zhan as the face of the SS24 season.
The Chinese actor and singer can be seen wearing/carrying the Bubble Gommino, T Timeless Messenger and the camera bag “in a natural and confident way, adding a modern twist to the Di Bag and the new Greca Belt paired with the must-haves of the Italian wardrobe”.
European luxury brands have been rushing to sign up Chinese celebrities (as well as those of fellow Asian nation South Korea), a move that highlights the importance of these celebs in their local markets as well as their wider recognition globally.
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