For Lunar New Year 2024, LOEWE doesn’t just dabble in tradition – it dives headfirst into the heart of Chinese artistry. Forget fleeting trends and gimmicky trinkets; this collection celebrates ancient techniques, whispers with cultural significance and shimmers with the quiet prestige of jade.
The centrepiece is a limited-edition series of pendants, each meticulously hand-carved by revered Chinese masters. Xiaojin Yin, a master of flora and fauna, conjures a scene of prosperity with an emerald cricket perched on a cabbage, a symbol of wealth and abundance. Qijing Qiu, meanwhile, channels a pale mauve eggplant into a “hat-wearing high-ranking official“, a talisman of status and success. And Lei Cheng, one of the few women making waves in this ancient art form, creates a spring jade pendant with a tiny snail perched on a pea pod, symbolising fertility, abundance and auspicious beginnings.
“Jade itself is a quintessential part of our nation,” Cheng confides in a behind-the-scenes video. “Its constant presence throughout our history and cultural journey makes it not just a companion, but also a spiritual anchor for our people.”
These exquisite, one-of-a-kind pendants, priced at around $14,000 each, are destined for Casa LOEWE stores in Shanghai, Beijing and Chengdu, adding a touch of sophisticated luxury to the Lunar New Year celebrations. But the jade fever doesn’t stop there.
The Flamenco Purse Mini gets a makeover in six shades inspired by the Palace Museum, better known as the Forbidden City. Emerald green, dark brick, spring jade – each shade whispers of ancient dynasties and imperial splendour. These miniature masterpieces evoke iconic pieces from the museum’s collection, and each comes with a charming keepsake – a jade ring nestled on a leather drawstring.
For a touch of playful good fortune, Loewe includes a handful of keychains featuring mythical creatures such as the Lucky Frog, the Piggy Bank of Wealth, the Wise Elephant and the Mighty Dragon. Priced at $407 each, these miniature guardians are the perfect way to carry a bit of Lunar New Year magic wherever you go.
The collection launched online and in stores on Thursday, accompanied by a campaign shot by David Sims and starring Loewe’s newly appointed global brand ambassador, acclaimed Chinese actress Yang Mi. To delve deeper into the world of jade, Loewe is hosting a “Casa Conversation” series in Shanghai, Beijing and Chengdu. The three-part event will bring together the master carvers, artists, historians and cultural influencers who contributed to the collection, fostering a dialogue about the rich tapestry of jade culture.