As Chinese New Year approaches, fashion houses usher in the festive season with campaigns that blend tradition, storytelling and modern style. From cinematic tributes to zodiac symbolism and collections reimagined in auspicious reds and golds, this year’s releases capture the spirit of renewal and reunion in distinct ways. For Men’s Folio Malaysia, we’re here to spotlight the best Chinese New Year fashion campaigns, bringing the Year of the Horse confidently into a new chapter of style.
Miu Miu
For Chinese New Year 2026, Miu Miu returns with the second chapter of The Encounter (如期而遇), a poetic tribute to the Year of the Fire Horse. Directed by Gu You and photographed by Li Sihao, the campaign unfolds at the Gongwang Art Museum, where winter mist softens brutalist lines and scattered red spheres punctuate the landscape.
Starring Lexie Liu and Zhao Jinmai, the story moves between rooftops and courtyards, where a white horse appears—an emblem of independence, vitality and forward momentum. The collection mirrors this energy: structured blousons and shrunken knits meet pleated skirts and off-shoulder dresses, grounded in neutrals and ignited by auspicious red.
As Donghu Road in Shanghai transforms with festive light and Lexie Liu releases her single “CHUN,” Miu Miu captures a moment suspended between modernity and memory — where chance encounters feel written in the stars.
TUMI
Momentum takes shape in leather, nylon and embossed detail as TUMI ushers in the Year of the Horse with a limited-edition Lunar New Year capsule. Drawing on the zodiac’s symbolism of freedom, strength and forward drive, the collection reframes movement not just as travel, but as intention.
Iconic silhouettes from Alpha Bravo, Voyageur and Belden return with equestrian-inspired accents—bridle trims, contrast stitching and subtle horse motifs that lend quiet character to high-performance design. Backpacks, slings and totes are engineered for constant motion, crafted from lightweight yet durable materials that balance resilience with refinement. Select styles include a collectible horseshoe coin or horse-embossed card case, discreet tokens of luck woven into everyday function.
Both celebratory and practical, the capsule captures the optimism of a new beginning. In honouring the Horse, TUMI invites us to move with purpose—towards new horizons, fresh chapters and journeys still unfolding.
Bottega Venetta
Bottega Veneta welcomes the Lunar New Year with a campaign rooted in ritual and remembrance. Inspired by the Mandopop classic Tian Mi Mi (甜蜜蜜), first released in 1979, the film gathers chef Qu Yuyu, actor Zhang Kang Le, Olympic champion Pan Zhanle, actor Yo Yang and cinema icon Sylvia Chang in a series of intimate vignettes.
Directed by Dorothia Zhang, each figure shares a personal New Year tradition — preparing a meal, buying flowers, slipping into a new outfit, cycling alongside a partner, singing karaoke with family. As the song passes seamlessly between them, it becomes a thread binding generations and geographies.
Both nostalgic and tender, the campaign reflects on reunion and individuality, echoing the house’s belief in timeless craft and the quiet power of shared culture.
On
Pace becomes personal as On steps into the Year of the Horse with a collection shaped by movement and intention. Titled “New Year, Your Pace,” the edit reframes the zodiac’s galloping energy into something quieter and more self-defined — a rhythm set not by speed, but by ease.
Reimagining signature silhouettes like the Cloudmonster Void, Cloudsurfer Max and Cloud 6, the collection draws inspiration from the curve of hooves and the cadence of a horse in stride. Spliced uppers in chai, sand and grizzly tones meet flashes of festive red and gold, while CloudTec® cushioning and Speedboard® technology ensure performance remains uncompromised.
For the first time, the offering extends into apparel and accessories, spanning performance and lifestyle. Functional fabrics and fluid motifs echo the symbolism of flow, supporting moments of reunion, solitude and motion alike — all carried forward at your own pace.
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