LOEWE Partners With Three Master Jade Carvers for Striking Lunar New Year Collection
LOEWE’s global brand ambassador Yang Mi fronts the collection’s campaign – which features a pendant series complemented by a lineup of jade-inspired purses and keychains.
With an influx of Lunar New Year capsules hitting the market, LOEWE found a way to elevate its intentional capsule to new heights. Inspired by the colors and intricate craft of ancient Chinese jade sculpture, the label tapped three master jade carvers – Xiaojin Yin, Lei Cheng and Qijing Qiu – to present a range of pendants mounted on gold chains, along with a lineup of purses in a bevy of jade-infused hues. The devil is in the details in LOEWE’s Lunar foray, with the final aspect of the collection being an array of keychains shaped like some signature Chinese mythology animals.
“Jade has a storied history in China, used for thousands of years—symbolizing goodness, intelligence, prosperity, and luck,” LOEWE explains in an Instagram caption. Yin’s pendant features a cricket sitting atop an emerald-green cabbage or bok choy, whereas Qiu elected to craft an eggplant and Cheng a spring jade pea pod with a snail perched on top. Each pendant symbolizes good luck and abundance.
View this post on Instagram
“I believe that jade itself is a quintessential part of our nation. Its constant presence throughout our history and cultural journey makes it not just a companion, but also a spiritual anchor for our people,” Cheng explained in the above behind-the-scenes video.
Elsewhere, the Flamenco Purse Mini lands in six jade-inspired tones: Emerald Green, Dark Brick, Spring Jade, Sugar Yellow, Dark Khaki and Light Mauve. Keychains come in frog, pig, elephant and dragon shapes – all of which evoke wealth and good fortune – and retail for approximately $407 USD. Peep some of the cute, crystalline keychains below.
Loewe
Loewe
Loewe
Per WWD, the pendants are each slated to run for roughly $14,061 USD and are available for purchase now at Casa Loewe concept stores in Shanghai, Beijing and Chengdu. Shop the full Lunar New Year Jade Collection now, available exclusively at LOEWE’s webstore as well as in select retail locations worldwide.
