The Lunar New Year began on February 17, 2026, welcoming the Year of the Horse with high expectations. For global fashion houses, this holiday is more than a festive date on the calendar. It is a serious retail moment that stretches through March 3 and drives major sales across China.
Last year’s holiday period saw a 5.8% rise in online retail sales, and brands took note. However, 2026 looks very different from the last Year of the Horse in 2014. Back then, collections leaned hard on bright red, obvious horse prints, and surface-level symbolism. Today’s Chinese buyers expect more thought and more care.
Consumers in China are now deeply informed and culturally sharp. They scroll fast, compare faster, and spot lazy design instantly. That shift has pushed brands to rethink how they approach zodiac collections. The focus now sits on authenticity, heritage, and a clean blend of tradition and modern design.
Burberry and the Power of Equestrian DNA
Burberry / IG / Burberry does not need to search for horse symbolism because it has lived in that world for over a century.
The fashion giant's Equestrian Knight emblem first appeared in 1901, and the image has always represented movement and protection.
For the Year of the Horse, the brand leaned into that history with quiet confidence.
This season, Burberry reworked the knight in soft watercolor and ink sketches. The artwork feels personal and crafted, not loud or commercial. The collection spans 48 styles, including trench coats, scarves, and leather bags that weave the emblem into the fabric rather than plaster it across the surface.
The result feels rooted and real. Instead of shouting “Year of the Horse,” the pieces speak through subtle detail. That restraint reflects a deeper understanding of what Chinese luxury buyers want right now: meaning over noise.
Other heritage houses followed a similar path. Loro Piana revived its Horsey jacket, first created in 1992 for Italy’s show jumping team, and paired it with delicate paisley prints known as Chandani Horse. Ralph Lauren blended its preppy equestrian codes with Chinese Su embroidery techniques, giving its Polo Bear and horse graphics a refined edge.
Longchamp revisited its racing roots with a gold version of its horse logo stamped onto Le Roseau bags in carmine and burgundy. Hermès did not even launch a loud campaign, yet it reinforced its identity with Grand Gallop silk scarves and equestrian objects quietly placed on its Chinese site.
Loewe’s Cultural Storytelling Hits Home
Fashion giant Loewe approached the Year of the Horse from a different angle. Instead of focusing only on the product, the brand built a narrative rooted in Chinese childhood memories. It partnered with Shanghai Animation Film Studio to create an animated short inspired by the classic fable “Little Horse Crossing the River.”
The campaign starred brand ambassador Wang Yibo and tapped directly into nostalgia. For many viewers, the story carried emotional weight from their early years. That emotional pull gave the collection depth and context beyond surface decoration.
The designs echo the story in subtle ways. Special editions of the Puzzle and Amazona 31 bags feature hand-knotted fringes and tassels that resemble a horse’s mane. The detailing feels tactile and considered, as if crafted by hand rather than churned out by mass production.
Sport, Street, and High Craft Join the Race
Puma / IG / Puma teamed up with Manchester City on a pre-match jersey featuring a hand-drawn Fire Horse inspired by traditional ink painting.
The North Face took a more grounded route by anchoring its campaign along historic Silk Road locations. The brand framed the horse as a symbol of endurance and companionship rather than speed alone. That message fits well with its outdoor identity and avoids forced decoration.
Diesel went bold with a flaming horse graphic splashed across tie-dye hoodies, denim, and T-shirts. On released a 25-piece collection in gold, red, and brown, nodding to the Fire Horse theme with models such as the Cloudmonster Void. These brands speak to younger shoppers who want movement and attitude.
Accessories and watches add another layer to the celebration. Fendi introduced new BFF charms with motifs like persimmons and peanuts, which reference Chinese phrases tied to good fortune.
