Gucci and Prada Raise Awareness for Tiger Protection Coinciding with Lunar New Year

Luxury fashion houses usher in the Lunar New Year with red-hot designs inspired by 2022’s zodiac king, the tiger. As China’s media crackdown tightens and Chinese luxury market consumption strengthens– brands are erring on the side of caution with safe and emotional marketing strategies.

On January 4, Prada kicked off their Lunar New Year campaign, Action in the Year of the Tiger to raise awareness for endangered tigers. The campaign features an art initiative inviting art school students aged 30 and below from China and the globe to create personal interpretations of the tiger. According to Prada, works submitted will be judged by a panel comprising artists Liu Ye, Lu Yang and Goshka Macuga who will choose winners for a special project taking place throughout 2022. Prada also contributed to the conservation of endangered Amur tigers by donating to China Green Foundation’s Walking with Tiger and Leopard program.

That same day, Gucci unveiled their holiday-inspired 80-piece ready-to-wear and accessory capsule collection, Gucci Tiger. The line's staple tiger motif pulls from an archival design, created by Italian artist and illustrator Vittorio Accornero in the 1960s. Vittorio also created Gucci’s signature floral design which is suffused throughout 2022’s Tiger collection.

Gucci’s accompanying editorial shoot saw real-life tigers roam scenes with a group of human friends enjoying high tea in luxurious retro-styled hotel suites. This proved unpopular with the World Animal Protection U.S. who claimed the label was sending the wrong message by promoting tigers as pets. However, a Gucci spokeswoman said, “Nature, wildlife and its denizens are particularly important to Gucci, which, since 2018, has been totally carbon neutral across the whole supply chain. In February 2020, Gucci joined The Lion’s Share Fund, a unique initiative raising much-needed funds to protect endangered species and their natural habitats. Gucci’s support and ongoing contributions are driving tangible on the ground results for this urgent cause.” Adding that third-party animal welfare organization, American Humane monitored the set to ensure no animals were harmed.

Prada and Gucci are not alone in their celebration of the Lunar New Year. Marni, Balenciaga, Louis Vuitton, Versace, Valentino, Dior and Fendi will also drop tiger-inspired lines. Meanwhile, Bottega Veneta took over the Great Wall of China with a festive message that read, 新春快乐 ("Happy New Year") until January 12. The house also pledged to donate to support the renovation and maintenance of the wall’s Shanhai Pass.

Images Courtesy of Gucci and Prada.