You might be wondering how this is a relevant topic of discussion. In a nutshell, the Chinese customer is and has been for years the largest consumer of Luxury goods worldwide. The Chinese spend more on luxury items than any other nation. And in order to amplify sales, and pay homage to them, many players of the Luxury sector create a Chinese New Year (also called Lunar New Year) capsule collection every year with a common overarching link, the yearly zodiac sign.
Here is a more detailed explanation of the event:
Chinese New Year’s Day (Lunar New Year) is the first day of the Chinese lunar calendar. But the date varies each year on the internationally-used calendar, between January 21th and February 20th. In 2016 it starts Monday February the 8th, and last a week long, until Saturday the 13th.
Why Lunar? Chinese Astrology is based on the lunar calendar, which is arranged by the phases of the Moon. 2016 is the year of the Red Monkey.
Why Monkey? The 12 Zodiac signs discussed in Chinese Astrology derive from a myth. According to legend, when God was developing a calendar, he summoned all the creatures on Earth to participate in a race. The first twelve species to cross the finish line were awarded signs in the Chinese zodiac. Western Astrology, on the other hand, bases its 12 zodiac signs on the constellations that move through the sky throughout the 12 months of the year. The prediction for 2016 Year of Monkey is based on your birth year, the Chinese zodiac signs. So, if you were born in 1920, 1932, 1944, 1956, 1968, 1980, 1992, 2004, 2016, your Chinese Zodiac sign is the Monkey.
Why red? Chinese apply Five Elements (Metal, Water, Wood, Fire and Earth) into the Chinese calendar. The Monkey is in the Fire group. The colour of Fire is connected to Red. Therefore, 2016 is the Red Fire Monkey year.