Fashion Brands Attempt Cultural Inclusivity For Lunar New Year

As a celebration of Lunar New Year, Italian luxury fashion house Bottega Veneta covered part of the Great Wall of China in a digital installation of their brand name and the Mandarin New Year’s greeting, “新春快乐.” The brand paired their signature green with the lucky color of the new year: a tiger orange. Along with this art installment, the brand has pledged a donation to the maintenance and reconstruction of the segment of the wall titled the “First Pass Under Heaven.”

Upon first seeing this installation, it appeared insulting. An advertising logo covering a historical landmark with great cultural, historical and spiritual significance under the guise of celebrating Chinese culture seemed so culturally insensitive. Read more at The Tufts Daily.