Splashes of red, horse imagery and themed trinkets can be spotted across luxury fashion houses as the Year of the Horse takes the reins. From color palettes and design details to symbolic motifs and storytelling, global luxury brands are once again looking East.

The Year of the Horse has become a cultural lens through which luxury houses are re‑engaging with China, blending heritage with contemporary fashion to create collections and capsules that resonate emotionally and culturally with consumers.

This comes at a pivotal moment for China's luxury market as the sector shows signs of stabilization. According to the 2025 Chinese Personal Luxury Goods Market report by Bain & Company, the luxury goods market in China is expected to return to modest growth in 2026. After a volatile few years, there has been a decline in the shrinking of the China's luxury market, which was down 3 to 5 percent in 2025, recovering from a drop of 17 to 19 percent in 2024.

One of the most notable shifts in recent years has been the strength of domestic luxury brands as Chinese brands have steadily gained the upper hand by tapping into cultural connections and local preferences.

Shoppers are prioritizing value‑driven items that balance quality, exclusivity and practicality.

The Year of the Horse provides the perfect entry point, offering brands a culturally grounded way to reconnect with Chinese consumers through symbolism, storytelling and design that feels both respectful and modern.

Big luxury brands have reimagined collections, inspired by the Year of the Horse, an onward gallop in the pursuit of fashion and cultural representation.

Known for its horse-and-carriage emblem, Hermès takes pride in its equestrian roots. The brand originally started as a harness and saddle workshop and today is one of the biggest luxury fashion brands in the world. So, having their own Year of the Horse collection is a no brainer. From clothing to blankets, belts, jewelry, accessories and more, Hermès' equine offering spans it all.

Dior kickstarted the Year of the Horse with good fortune, using iconic lucky symbols, from horse motifs to horseshoes in their capsule collection.

To celebrate the Year of the Horse, Miu Miu has created a second edition of its campaign known as "The Encounter." Filmed in the outskirts of Hangzhou, Zhejiang Province, the cinematic campaign features a white horse – a symbol of independence, vitality and the spirited energy. This sets the tone for the clothing collection which features leathers, structured skirts, free-spirited knits, metallics and items in the Chinese New Year red color, all significant of the zodiac year. The campaign was directed by Chinese filmmaker Gu You and photographed by Li Sihao. It also stars Chinese actress Zhao Jinmai and musician Lexie Lui.

Longchamp, already known for its equestrian logo, introduced a capsule line of bags and leather goods.

Balenciaga's 2026 New Year Series marks the Year of the Horse with a collection that combines oversized graphics, signature logomarks and zodiac-inspired accessories. Bag charms in the form of lucky horseshoes and red strass-set hearts reference the zodiac.

Ralph Lauren marked the Year of the Horse with an impressive 5,000-drone show in Shenzhen, Guangdong Province. The brand also has a comprehensive capsule highlighting "Lunar New Year Essentials" across the Ralph Lauren Collection, Purple Label, Polo Ralph Lauren, Lauren Ralph Lauren and children's ranges. Seasonal motifs and colorways associated with prosperity and renewal are key in the collection and can be seen used across clothing items and accessories.

Montblanc has pulled out all the stops to celebrate the Year of the Horse with a capsule collection that highlighted across writing instruments, leather goods and timepieces while reflecting themes of renewal and optimism. At the center of the collection is The Montblanc Horse, an original illustration by artistic director Marco Tomasetta of a galloping horse emerging from a flowing fountain pen line. The image is accompanied by infinity-shaped clouds that reference the cultural significance of the number "eight" as a symbol of prosperity.

These are just a few among an array of brands who have saddled up and joined the trend.

Middle‑aged, upper‑middle‑class consumers remain the backbone of China's luxury landscape – mainly because of the hefty price tag associated with these brands. They continue to spend actively while gradual growth increasingly comes from lower‑tier cities.

Even so, the luxury market is making room for Gen Z too, a growing demographic in the consumer trend. Research demonstrates renewed interest from Gen Z consumers, who are increasingly drawn to luxury fashion that offers a fresh, modern interpretation of Chinese culture.

According to the Chinese Gen Z: Value-driven mega spenders report by Jing Daily, Chinese Gen Z consumers are deeply community led, with purchasing decisions often shaped by collective validation rather than personal taste alone. Social media platforms like Xiaohongshu provide influence in driving cultural trends through peer adoption and shared rituals.

Gen Z consumption is driven by a desire to belong, and buying into the "right" product, aesthetic, or experience offers emotional reassurance and social credibility.

Similarly, the Just So Soul Institute in collaboration with the Shanghai Youth Research Center released the "2025 Gen Z Emotional Consumption Report," which focuses on the underlying logic of emotional consumption among young people.

According to the report, respondents between the ages of 18-35 are the main force behind emotional consumption, with those born between 1990 and 2000 making up the majority.

The report states that 56.3 percent of young people are willing to pay for emotional value.

Whether through humor, playfulness or nostalgia, young consumers are drawn to brands that make them feel something, and what sparks a sense of joy.

Against this backdrop, the Year of the Horse provides a unifying cultural thread. Luxury brands, international and domestic, are using zodiac symbolism to explore themes of strength, vitality, freedom and movement, while modernizing traditional references for modern-day consumers.