Now that Christmas promotions have ended, the next occasion for retail brands to focus on is Chinese New Year (CNY). Although a few brands have had a head-start by marketing CNY-related products in December itself (you know who you are) but hey, the phrase “the early bird catches the worm” exists for a reason, right?
Last year, Levi’s® launched its first ever CNY campaign that delighted half of its Asian target audience and gained the brand plenty of success. To follow up from what it had churned out last year, Levi’s® has created another one for 2017 entitled ‘New Year, My Way!’ Levi’s® has prided itself in championing individuality from the first day of its operations; naturally, the inspiration behind this year’s project is a combination of the aforementioned value and celebrating past traditions.
This collection is mostly comprised of pieces that encourage layering such as trucker jackets, hoodies, denim shirts, and Levi’s® signature graphic tees as well as its regular apparels like distressed jeans and printed shirts. All pieces have subtle imagery of the rooster (the year that we’re in) patched onto them, which are meant to symbolise good fortune — and of course, the entirety of the ‘New Year, My Way!’ is made up of shades of red and gold.
View the collection below:
This collection retails from RM79 to RM269 and is available at all Levi’s outlets in Malaysia.
More from Levi’s Malaysia here.