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Superdry has launched a unisex Lunar New Year capsule to celebrate the Year of the Tiger

IN PARTNERSHIP WITH SUPERDRY
WORDS BY RUBY STALEY

A collection that’s worth celebrating.

Superdry has debuted its eleventh annual Lunar New Year collection this week, taking inspiration from traditional Chinese New Year iconography and mixing it in with vintage, varsity and street design elements. Lunar New Year, or Chinese New Year as it’s more commonly referred to, is an annual celebration that signals the beginning of spring in China.

The Lunar New Year is traditionally a 15-day festival in China and Chinese communities around the world. The festival follows the movements of the moon each year, which means it begins with a new moon and lasts until the following new moon. As this year is the Year of the Tiger, Superdry’s 19-piece ensemble is jam-packed with traditional motifs and prints of the animal.


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According to Chinese culture, the tiger is a symbol of bravery and strength and is commonly referred to as the dynamic or leaping tiger. For those of us wanting to bring a touch of Chinese New Year spirit into our everyday outfits, Superdry has got us covered. Without the pieces being too obviously Lunar New Year related, they can easily be worn all year round.

In a space where luxury brands like Gucci, Valentino and Marni are each paying homage to the iconic Chinese celebration through their own unique New Year collections, Superdry is making it accessible for everyone to join in on the festivities.

From bomber jackets emblazoned with delicately embroidered tigers, to 100 per cent organic cotton T-shirts, hoodies and hats, the genderless collection has something for everyone. Utilising relaxed silhouettes from start to finish, from loose fit tees and oversized varsity bombers, to button up bowling shirts and utility jackets, each piece from the collection prioritises both comfort and style.

Keeping to a traditional colour scheme, the collection is heavy on the red and gold accents, two colours that symbolise luck, joy, happiness and wealth in Chinese culture. With the last couple of years in mind, I’ll happily take the promise of all of the above where I can.

Of the Lunar New Year drop, Superdry Australia’s marketing and PR manager, Matthew Iozzi, said the team “are proud to continue offering such an important collection that celebrates the diversity of Australia and New Zealand and culture of those within it”.

This year’s Lunar New Year collection highlights the brand’s aesthetic ties to Japanese, Southeast Asian and Chinese design, incorporating nods to tradition in Superdry’s signature modern, clean designs. You may have heard of it, or even attended a celebration or two, because although the holiday is traditional to China, it’s become a widely celebrated event in Australia, now including people from a variety of cultural backgrounds.

To strengthen the presence of this festival even further here in Australia, Superdry has put the spotlight on a handful of Australia-based influencers from WeChat, Weibo and LRB, social media platforms with a huge Chinese audience. The influencers will help bring the campaign to life and start conversations around the history of the celebration and where it is today, opening the door to a greater appreciation of the cultural holiday as a whole.

To officially celebrate the launch, Superdry customers will save $88 when they spend $300, another subtle nod to Chinese culture where 88 symbolises fortune and good luck.

See more of Superdry’s Lunar New Year collection here, or pop into a Superdry concept store.

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