Celebrating the Year of the Dragon
In celebration of Lunar New Year, Authentic’s brands have unveiled commemorative campaigns, released limited-edition collections and hosted special events centered around this year’s Chinese zodiac. Read on to see how Brooks Brothers, Juicy Couture, Reebok and more are celebrating the holiday.
Brooks Brothers and Gold House Champion Female Entrepreneurs
In partnership with nonprofit Gold House, Brooks Brothers awarded four female entrepreneurs grants of $25,000 each for demonstrating “leadership potential and resilience in the face of adversity.” The Gold Prize winners will receive mentorship from Brooks Brothers executives as well as promotion on the brand’s and Gold House’s platforms. The honorees were recognized during a dinner at Mr. Chow’s in New York City, attended by comedian Hasan Minhaj, “Avatar” actress Bailey Bass and Miss Universe 2022 R’Bonney Gabriel. Recap the night here.
Brooks Brothers also announced the upcoming launch of its Lunar New Year capsule, featuring tees, sweatshirts, a button-down, scarves and hats adorned with a dragon to honor the 2024 Chinese zodiac sign. A donation of $5 will be made to support Gold House and the Brooks Brothers Gold Prize with each purchase from the limited-edition collection, which drops Saturday, February 10 and will be available globally.
Juicy Couture Puts a Twist on Its Iconic Tracksuit for the New Year
Adorning the classic Juicy Couture logo with a delicate dragon pattern, the brand’s limited-edition collection for the Year of the Dragon consists of its signature velour tracksuit, a crewneck sweatshirt and cap. The line intricately combines the mythical monster and—contrastingly—flowers, using multi-layer glitter and digital printing techniques to add depth and glamor.
Judith Leiber Celebrates the Year of the Dragon With Enchanting Handbags
The luxury designer is embracing the spirit of the Chinese zodiac sign with an array of awe-inspiring vintage bags. Delicately emblazoned with crystals in fierce, dragon-centric patterns, the eight-piece collection features traditional clutches in addition to unique egg- and fan-shaped offerings. Each exquisite option embodies the fearless nature of the Year of the Dragon, blending timeless elegance and bold design.
Step Into Chinese New Year With Nine West China
Nine West China, along with regional partner Yunteng, is releasing three footwear selections to commemorate the Year of the Dragon. The collection is comprised of red suede heels, three-toned sneakers and square-toe espadrilles, with each piece featuring embroidered dragon patterns. The assortment is available to shop across the Greater China area.
Get Lucky This New Year With Nautica China
Nautica China has dropped a limited-edition collection for the Year of the Dragon, featuring crewneck sweatshirts, patchwork jackets and other outerwear crafted with SOLOTEX fiber. Fabricated with a creative dual-sided design to unlock double the luck, the pieces are adorned with a calligraphic dragon character and come in colors of red and blue, representing hope and positivity in the new year.
Reebok Welcomes the Year of the Dragon With Limited-Edition Collection
In tandem with the 30th anniversary of its Instapump Fury 34, Reebok China’s regional partner, Tristate, has unveiled a limited-edition Chinese New Year collection. Comprised of exclusive jerseys and sneakers accentuated with the fierce dragon motif, the capsule blends cultural Chinese elements with retro designs.
Ted Baker Welcomes Year of the Dragon With Red All Over
Ted Baker lights up Chinese New Year with a special collection of dresses, tops and elegant blouses prominently featuring the dragon print and in bright shades of red, which symbolizes good fortune and joy. Along with the zodiac sign, the pieces are intertwined with florals to evoke the spirit of the holiday.
