Calvin Klein
Lunar New Year 2024
After COVID-19, Lunar New Year celebrations have become more meaningful for those in the APAC region, and for members of the Asian diaspora. For the first time in months, and perhaps years, family and friends were able to reunite, embrace, and ring in the new year together. At Calvin Klein, we wanted to embrace this moment of togetherness by creating a Year of the Dragon collection that resonated with Gen Z consumers. Based on our consumer research, younger generations want to bring new traditions to Lunar New Year to find community and connections to their culture. We worked with Steph Lau, an Asian-American designer in based in NYC, to recreate the iconic CK logo interwoven with the Dragon, that would not only appeal to Gen Z consumers, but be an emblem of their cultural pride.
Culture Marketing Strategist
