CHINESE CRACKER: Topshop has created a short film to celebrate Chinese New Year, its first campaign to mark the occasion, which falls on Feb. 8 this year.
The film, called “Lanterns,” is set in London and sees two models watch as lanterns float over the capital and the Houses of Parliament. It is set to a cover of “This Little Light of Mine” by Berend Dubbe and Gwen Thomas, and ends by wishing the viewer a “Happy Chinese New Year” in English and “Prosperous New Year” in traditional Chinese characters.
This story first appeared in the January 30, 2013 issue of WWD. Subscribe Today.
The film lasts 58 seconds, a consideration made to coincide with Chinese superstitions of numerology using the luckiest numbers 5 and 8, both of which are symbols of wealth and prosperity.
VIDEO: Click Here to See the Film >>
The film will make its debut Wednesday on Topshop’s Chinese social networks and all of its platforms globally including YouTube, Facebook, Twitter, Google+, Pinterest and Instagram. Topshop currently has more than 10 million followers on its Chinese Weibo site and more than 6 million across its other social media channels. The first Topshop store in China will open in May, with a flagship in Hong Kong.
Additionally, in keeping with the Chinese New Year tradition to gift “Lucky Money” as a wish of prosperity, the brand has created limited-edition lucky red gift cards and envelopes, which will be available in its flagships and online globally.