Superdry is back with their infamous Lunar New Year collection
2022 officially marks the Year of the Tiger in the Chinese Lunar Zodiac Calendar and famed clothing brand Superdry are celebrating with a special 19-piece collection that boasts red, white and gold.
This year will mark the brands 11th Lunar New Year collection and just like its predecessor’s it’s limited release is set to be snapped up by fans worldwide. In true Superdry style, the unisex collection mixes hints of vintage varsity and modern street style together to create a bold and timeless capsule. From detailed stitching in gold and red to hand-drawn embroidered graphic’s on 100% organic cotton t-shirts, hoodies, hats, and bomber jackets, this collection has something for everyone.
The Lunar New Year series represents a significant push for the brand, showcasing its cultural ties to Japan and southeast Asia through the blending of traditional auspicious iconography with modern style and design.“We are proud to continue offering such an important collection that celebrates the diversity of Australia and New Zealand and culture of those within it” states Marketing and PR Manager Matthew Iozzi. To support the collection, Superdry has decided to showcase the range and localise its message by working with a range of influencers across traditionally eastern-dominated social media platforms, WeChat, Weibo, and Little Red Book.
Australian and New Zealand based WeChat, Weibo and LRB influencers, dubbed key opinion Leaders have been tasked with creating content and conversations across designated platforms to echo the campaign to an Australian and Kiwi audience. This specific targeting also includes an offering which allows Superdry customers a saving of $88 – an auspicious number in Chinese culture which means good luck and fortune – when they spend $300.
“We wish to have genuine and authentic conversations with our customers and see these ‘emerging’ social media platforms are yet another avenue for us to do just that” says Iozzi.
The Superdry Lunar New Year collection is available exclusively in Superdry concept stores and online now.
Advertisement
