Chinese New Year is fast approaching on February 1, and it’s traditionally a time of celebration and revelry, complete with feasts, fashion and, shall we say, financial festivities.

Fashion brands are also getting in the mood for the Lunar New Year, releasing Year of the Tiger-inspired capsule collections and also, what we’re all really looking forward to: mega campaigns with some of the world’s biggest Asian stars, and mind-blowing locations.

Take for example, Bottega Veneta’s jaw-dropping takeover of the Great Wall of China, plastering a portion of one of the world’s largest man-made structures with a digital screen that shows season’s greetings. Or Gucci’s gathering of some of Asia’s top stars—Xiao Zhan, Chris Lee, Ni Ni and Lu Han—for a family-style portrait.

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Keep scrolling to see all the best campaigns of the season.

In case you missed it: Here’s How to Celebrate Chinese New Year 2022 in Style

Bottega Veneta

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Bottega Veneta has taken over a part of the Great Wall of China.

The festive message is displayed on a gigantic digital screen.

The Italian luxury house has also pledged a donation to support the renovation and maintenance of the ‘Shanhai Pass’, the Great Wall of China’s easternmost stronghold, historically known as the ‘First Pass under Heaven’.

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Prada

Actress Chun Xia stars in Prada’s Chinese New Year campaign.

Li Yifeng also stars in the campaign.

Fendi

‘Fendiman’ Jackson Wang fronts Fendi’s festive campaign.

Saint Laurent

Gucci

Gucci global ambassadors Xiao Zhan, Chris Lee, Ni Ni and Lu Han gather for the brand’s CNY campaign.

Burberry

Miu Miu

Lexie Liu and Qiu Tian star in Miu Miu’s Lunar New Year campaign.

In honour of the occasion, the Prada Group is also helping the extinction-threatened animal by making a donation to the China Green Foundation’s Walking with Tiger and Leopard programme.

Balenciaga

Salvatore Ferragamo

Valentino

Zhou Zi Lin is one of the stars of Valentino’s Chinese New Year campaign.

Cheng Xiao also stars in the campaign.

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Bottega Veneta

Prada

Fendi

Saint Laurent

Gucci

Burberry

Miu Miu

Balenciaga

Salvatore Ferragamo

Valentino

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