Tribute to tradition: These modern CNY fashion campaigns celebrate culture

Self-portrait unveiled its Chinese New Year campaign, directed by its Malaysian founder and creative director Han Chong, in a project with gathered a cast of icons including Malaysian model Ling Tan and legendary actress Carina Lau. Photo: Self-portrait

Every year, fashion brands give us a fresh take on style through their Chinese New Year campaigns, celebrating a time of year that precedes the arrival of Spring.

Honouring tradition in various ways, campaigns centre around time-honoured practices and rituals like the colour red and the imagery that evokes feelings of warmth and togetherness.