Barbour Year of the Tiger

Chinese New Year has become an increasingly important commercial opportunity for fashion brands, with more labels launching dedicated collections to celebrate the occasion.

Ahead of the Year of the Tiger, I was tasked with creating a distinctive identity for Barbour’s Chinese New Year collection. Drawing inspiration from traditional Chinese artwork, I developed a bespoke tiger illustration as the centrepiece of the identity. A rich palette of reds and golds was paired with a traditional Chinese geometric pattern, creating a visual language that felt both celebratory and refined. Together, these elements were designed to appeal to a contemporary fashion audience while remaining respectful of the rich cultural heritage and symbolism associated with Chinese New Year.

The identity was rolled out across a range of touchpoints, including garments, accessories and product packaging, with the collection launching through exclusive retailers including Selfridges.