What: Harrods partners with Chinese fashion platform LabelHood for an elaborate Year of the Snake celebration, transforming its exhibition windows and retail spaces to showcase over 1,300 brands and Chinese designers through immersive experiences and cultural activations.

Why it is important: This initiative demonstrates how luxury retailers are evolving their approach to cultural celebrations, combining traditional festivities with contemporary fashion and experiential retail to engage both local and international audiences.

Harrods' Chinese Spring Festival celebration spans January 9-21, featuring a comprehensive program across fashion, dining, and hospitality. The collaboration with LabelHood brings together key designers including Tangxindan, Ya Yi, and Samuel Gui Yang in a showcase exploring the theme of 'Spiritual Homeland'. The department store's exhibition windows feature a blend of fashion and homewares that combines traditional elements with contemporary design. A centerpiece of the event is 'The Family Portrait' by photographer Leslie Zhang, capturing childhood memories of growing up in China. The pop-up offers visitors immersive experiences that highlight the intersection of traditional and modern Chinese culture through exclusive activations, reinforcing Harrods' commitment to celebrating diverse cultures and craftsmanship.

IADS Notes: Harrods' Year of the Snake celebration reflects its broader engagement with Chinese consumers. Following the launch of its exclusive Shanghai members' club and amid changing Chinese luxury consumption patterns, the retailer continues to strengthen its cultural connections. The collaboration with LabelHood showcases emerging Chinese designers while emphasising the 'Spiritual Homeland' theme through exhibitions and experiential retail.

Harrods launches elaborate experiences programme for Year of the Snake