Top 10 Chinese New Year 2021 capsule collections The new tradition of globalized fashion

Chinese New Year is perhaps the most important non-European national tradition to enter luxury's calendar in the era of globalized fashion. Since the Chinese market took on a central role in the economy of the luxury world, Chinese New Year has become a perfect opportunity for the big fashion brands that, year after year, produce capsule collections and ad hoc campaigns. In addition to being a practical demonstration of the operation of the so-called localized drops (one of the most important trends of 2021 for the luxury market), Chinese New Year capsules represent a unique creative opportunity: being in China each year symbolized by one of the signs of the Chinese zodiac, each collection often has a visual fil rouge that recalls it. 

To tell about this tradition, the editorial staff of nss magazine has chosen the ten best capsule collections of the Chinese New Year 2021.

Prada

The North Face also reuses the red theme, this time declined in a fairly large collection that has its highlights in outerwear but which includes almost all the traditional categories of clothing such as sweatshirts, t-shirts and accessories. The capsule's garments are then decorated with graphics inspired by Chinese art that reproduce the Ox and a series of floral patterns.