In celebration of the Year of the Rabbit, Superdry has released its eleventh annual Lunar New Year Collection.
Blending Superdry's iconic varsity aesthetics and Lunar New Year iconography, this 25 piece collection is designed to help the brand strengthen its connection to the Asian-New Zealand market.
The range features red and gold accents across its 100 percent cotton t-shirts, dresses and Superdry's famous Suikajan jackets - colours that symbolise fortune and prosperity.
Superdry's Lunar New Year collection was supported by a sizeable marketing campaign across multiple social media channels like Tik Tok, WeChat and Instagram.
As part of the launch, the brand also released a special promotion that allowed customers to save $88 dollars, a lucky number in Chinese culture, when they spend over $300.
It is currently available exclusively in Superdry concept stores and on the Superdry website.
