To commemorate the 2024 Chinese New Year, Maison Valentino has produced a documentary series titled “Valentino: The Beginning of Red.” This series explores the cultural significance of the color red in China, visiting three cities to delve into their unique traditions and stories.
The choice of red for the Chinese New Year aligns well with Valentino’s brand identity, although pink has recently gained prominence as the house color. The documentaries spotlight cultural treasures like the Xiling seal red ink pad from Hangzhou, the Hong Tuan red sticky rice cake from Quanzhou, and the Xianju Boneless Paper Lanterns from Taizhou, showcasing their historical and symbolic importance.
Valentino’s focus on Chinese culture underscores the immense value of the Chinese market and its consumers to the luxury industry. This sentiment is echoed by Tod’s, which has launched a new campaign featuring Chinese actor and singer Xiao Zhan as the face of its SS24 season. The campaign showcases him effortlessly sporting Tod’s iconic products, adding a modern touch to classic Italian pieces.
The trend of European luxury brands collaborating with Chinese celebrities reflects their recognition of these individuals’ significance in local markets and their growing global influence.