Lunar New Year: Byredo Collaborates With Chinese Artist Wei Yijuan for the Year of the Snake
Commencing January 29, Chinese Lunar New Year this year will be celebrated globally by billions. The Chinese zodiac consists of twelve animals - Rat, Ox, Tiger, Rabbit, Dragon, Snake, Horse, Goat, Monkey, Rooster, Dog, and Pig – and this year it’s the glamorous snake’s turn in the limelight.
The Year of the Snake is known for its association with intelligence, charm, and mystery, and promises to bring wisdom, adaptability, and a sense of transformation. For my Chinese zodiac sign, the Rat, things are looking good – and I’m excited to embrace Snake energy as we head further into the year.
Beauty and lifestyle brands love to celebrate Chinese New Year with some very special, limited edition versions of a few of their star products, some creating gorgeous new ones featuring the zodiac’s chosen animal in all its glory. The snake lends itself to an abundance of creativity, and I’ve been excited to see this year’s line-up take shape.
One of my all-time favourite fragrance houses, Byredo is marking the Lunar New Year with a beautiful, evocative campaign that features Chinese artist Wei Yijuan and her close family as they celebrate the auspicious event. It follows Wei as she leaves her base in the thriving cosmopolitan hub of Xiamen, eventually arriving in her family home in the Dongping mountains – a sweet, picturesque utopia where she regularly hosts gatherings for friends as an escape from city life. Set against the serene backdrop of the Dongping mountains in the Fujian province, viewers are guided into a time of rejuvenation, encouraging the release of the past to start anew.
“The themes that my work often returns to are human life, emotional connections and nature,” said the artist in an Instagram post, and all three are reflected in the sublime imagery that anchors the campaign. It honours unity, tradition and renewal, capturing scenes of Yijuan and her family cooking together, lighting sparklers beneath the stars and showcasing the colourful paper lanterns that symbolise the holiday. The imagery was captured by Annie Lai, a New Zealand-born, London-based photographer with familial ties to Fujian and a close friend of the artist.
As her place of retreat and creative reset, Wei’s studio in her family home is where she also imagined this year’s festive motif for Byredo. Applying her unique artistic language to the Year of the Snake, she was inspired by sinuous curves that wind around flowers and plants, entwined and blossoming together. The limited-edition packaging for the Coming Home collection will be available when purchasing fragrances such as “Blanche,” “Desert Dawn” and “Rose of No Man’s Land,” as well as the brand’s signature incense holders. In addition, the artwork is available for the “Tree House” and “Trois Encens” candles, and it is absolutely gorgeous.
A truly heartfelt ode to family, roots, and renewal, Byredo Coming Home is definitely a reason to celebrate. You can shop Byredo at MECCA.
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