Why Loewe, Arc’teryx, and Miu Miu nailed 2025’s Chinese New Year spirit🧧 | Following the Yuan

Fashion brands have the power to spotlight on local culture, local craft and local artists in their CNY campaigns, and they should make the most of that opportunity.

Happy Chinese New Year! Welcome to the 2025 roundup of Chinese new year fashion campaigns, a Following the Yuan tradition.

The Year of the Snake is a challenging one for brands. The tools in their toolbox are running out, while macro environment continues to create mounting headwinds.

Chinese consumers have become increasingly aware of Western brands’ p…