Design

Year of the Dragon 2024 Red Packets

February 10 will officially mark the first day of the new Lunar New Year. In welcoming the Year of the Dragon, Hypebeast has once again gathered a selection of luxurious red packets from notable brands and fashion houses.

The Lunar New Year is all about celebrating with your families and loved ones. Rimowa went the extra mile to elevate the art of gifting with an additional touch of entertainment. Accompanying its sleek red envelopes that feature unique calligraphic Dragon motifs, is a branded Chinese Chess set made of wood that’s perfect to play during the holidays.

Traditional dishes and snacks with auspicious meanings will most definitely be served throughout the holidays. With that in mind, Audemars Piguet has thoughtfully included tea leaves to enhance the festive culinary experience. These tea leaves are packaged inside little gold balls that complement its red envelopes’ contemporary designs. Festive snacks are traditionally served in a dedicated candy box with several compartments. This year, Tiffany & Co. prepared a wooden candy box featuring highly detailed carvings on the lid. The carved design can also be spotted as an elegant imprint on the brand’s red packets.

Depicting the year’s zodiac is undoubtedly one of the most common designs for red packets. For the Year of the Dragon, the mythical creature can be seen in various styles and forms. Brands like Dior, Piaget, ZEGNA and Dolce & Gabbana have tackled the zodiac in a conventional and classic approach. Meanwhile, the likes of Bottega Veneta, Hermès and Dyson presented much more creative and innovative interpretations of the Chinese Dragon.

For Fendi, the luxury house extended its collaboration with Hiroshi Fujiwara’s fragment design and Pokémon onto its red packets that come adorned with a full-color print of Dragonite. Elsewhere, Louis Vuitton also unveiled an adorable reimagining of the Chinese Dragon. Upon a closer look, the design is comprised of the Maison’s motifs and monograms. However, the dragon motif appears on the set’s external hard box packaging. LV’s red envelopes are in fact, much more understated, featuring an allover gradated pattern that transitions from dragon scales to motifs that resemble ancient copper coins.

Contrastingly, a handful of brands have decided to omit this year’s zodiac animal in their design completely, opting for an aesthetic that is perhaps more timeless, versatile, or even minimal. Take a look at the likes of Miu Miu, sacai and Balenciaga with a simple logo imprint, to Cartier emblazoning a silhouette of its icon to LOEWE with its garden-inspired artwork.

Take a closer look at the selection in the gallery above.

Antonio Josse

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