Client
LOEWE
Service
Product Design
Packaging Design
Creative Planning
Partner
Li Xiang / Xing Chen
Team
CD: Li Xiang / Xing Chen
D: Dong Shiqi / Li Xiaokang / Bian Shuyao
MD: Peng Mo
For Chinese New Year 2024, LOEWE once again brought traditional culture into dialogue with fashion and art. Centered on jade—a material deeply associated with China—the brand developed a localized festive narrative and launched the poetic LOEWE Jade collection to convey Lunar New Year blessings.
Craft has always been LOEWE’s foundation—its way of building resonance with cultures around the world. For the brand, creating the Lunar New Year collection goes beyond sourcing creative references; it is also a tribute to Chinese artisans across past and present. LOEWE Jade draws on the delicate techniques and tonalities of ancient jade, expressed across special-edition bags, charms, and jewelry.
“A well is dug for water; fields are tilled for food”—an agrarian civilization shaped the roots of Chinese culture. LOEWE chose auspicious crops as motifs: the slender eggplant symbolizes good fortune and longevity, and also implies success and happiness. Chinese cabbage represents prosperity and abundance, moral integrity, and pure love. Pea pods are traditional symbols of auspiciousness, while peas are associated with blessings, prosperity, and longevity. Building on these meanings, we collaborated with the product team and a jade-carving artist, each contributing craft expertise from our respective fields.
Inspired by montage as a method, we used vines to weave together three vegetables with different growth habits into a single composition. Drawing on the language of paper-cut art, the result is a natural pattern that feels lustrous, full, and continuously unfolding.
Client
LOEWE
Service
Product Design
Packaging Design
Creative Planning
Partner
Li Xiang / Xing Chen
Team
CD: Li Xiang / Xing Chen
D: Dong Shiqi / Li Xiaokang / Bian Shuyao
MD: Peng Mo
This year’s workshop concept begins with the time-honored Chinese craft of the lantern. From the High Tang dynasty to the present day, no matter how its form has evolved, the lantern has remained one of the most enduring symbols of reunion and celebration in the Chinese imagination.
Blending contemporary technology with traditional making, we redesigned a rechargeable handheld lantern crafted by hand. Customers can hollow out the pieces, assemble the structure, and take part in the making process themselves. Six colorways correspond to the six products in the LOEWE Jade collection, while also echoing the long-standing Lunar New Year tradition of colorful festive lanterns.
Encircling the LOEWE logo, an all-over cut-out crop motif pays tribute to Chinese paper-cutting. At the same time, it aligns with LOEWE Creative Director Jonathan Anderson’s craft ethos of “returning to simplicity, staying true to original things”—creating a tangible link between the brand and Chinese traditional culture.