Something to crow about: Luxury brands and local shopping centers celebrate the Year of the Rooster
Kick the monkey to the curb and get ready to welcome the rooster with open arms. The Chinese Lunar New Year begins Jan. 28, and to celebrate the Year of the Fire Rooster (in addition to the 12 animals of the zodiac, each year is also associated with one of five “elements”: metal, wood, water, fire or earth), shopping centers across the Southland are hosting a henhouse full of themed activities and luxury brands are rolling out a flock of limited-edition products. A few of the things to recently cross our rooster radar include:
The Beverly Center — in its fourth year of hosting lunar new year festivities — has put a Wishing Tree adorned with coins, lanterns and ribbons in the center court of Level 6. Visitors are invited to write down wishes and place them on the tree. And, if their wish is for a $25 gift card tucked into a red envelope, it will come true — as long as they’ve made same-day purchases totaling $500 or more from one of the stores there before Feb. 10. (Same-day purchases of $1,000 or more earn a $50 gift card.)
For the record:
3:09 a.m. April 25, 2024An earlier version of this story incorrectly described the Chinese zodiac has being represented by 10 animals. It is represented by 12 animals.
Caruso’s Americana at Brand and Grove shopping centers are marking the Lunar New Year with special décor installations (conceptualized by Venue Arts’ Stephen Stefanou) that include an outsize God of Prosperity statue (at the Americana at Brand property) and Qilin Foo Dogs (at the Grove). Both shopping centers also have celebratory events on tap, the Grove’s set for 2 to 5 p.m. Jan. 29 (details at www.thegrovela.com) and the Americana at Brand’s scheduled for 2 to 5 p.m. Feb. 4 (more information at www.americanaatbrand.com).
Santa Monica Place is marking the occasion from 2 to 5 p.m. Jan. 28 with events that include stilt walking, balloon twisting and fan dancing. China UnionPay users can earn a $25 coffee and tea gift card for every $500 spent.
South Coast Plaza in Costa Mesa is another shopping destination offering perks to UnionPay cardholders — along with the Lunar New Year celebrations taking place through Feb. 12. There, shoppers who spend at least $2,000 in a day earn a $100 South Coast Plaza gift. The center has also scheduled a brisk calendar of activities, promotions and entertainment (think fashion, dance and singing) in the shadow of a towering floral exhibit (by Fiesta Parade Floats) that features a rotating 18-foot rooster adorned with gold coins, scrolls, lanterns and firecrackers. Additional information — including specific store promotions and a schedule of activities — can be found at www.southcoastplaza.com/lunar-new-year/.
For those looking to fashionably feather their nests with rooster-themed merchandise — at South Coast Plaza, Beverly Hills’ Rodeo Drive or elsewhere — there’s no shortage of high-end offerings to sink your beak into.
One of the standout items to catch our attention was Versace’s special-edition Empire Palazzo handbag, rendered in gold, red and black calfskin panels and bearing a rooster-shaped engraved metal charm embellished with Swarovski crystals ($3,675).
Fellow Italian luxury brand Gucci has an assortment of items on offer, including red leather handbags, wallets and card cases with abstract floral embroidery ($495 to $2,890), a rakish rooster keychain ($380) and an eye-catching 35-inch by 35-inch fringe-edged silk scarf with a colorful rooster print juxtaposed with the Gucci double-G logo ($465).
Louis Vuitton’s homage to the new year’s spirit animal includes Vuittonite pendant necklaces ($875) and bracelets ($730) in gold-finished brass with red enamel accents (if you look closely you’ll see the rooster-head design plays off the studding details of the company’s travel trunks).
Salvatore Ferragamo has a deep bench of offerings including some rooster-related finery for fellows like nickel and enamel cuff links ($250) and two versions of its silk rooster print neckties (one against a red background, another against a blue one, each $190).
If you prefer your rooster references served up on the more subtle side, the Guilin collection from jewelry brand David Yurman might be in your wheelhouse (or would that be henhouse?). Items include octagonal-cut garnets in faceted metal settings (the David Yurman folks explain that the shape is a nod to the fact that the number eight is considered lucky in China because it is pronounced “nearly identical to the Chinese word for prosperity”) in rings, earrings, bracelets and necklaces as well as a rooster charm set with four small rubies.
We don’t know if it’s because of the rooster’s reputation as nature’s alarm clock, but there seems to be a bumper crop of watch brands marking the Lunar New Year with special-edition timepieces including Harry Winston, Jaeger-LeCoultre, Piaget and Swatch. One particularly rare bird comes courtesy of Panerai, which has created a very limited version (just 99 total) of its 44mm Luminor 1950 timepiece with a steel cover hand engraved (using a technique called “sparsello”) with a rooster design and decorated with gold ($21,300).
There are even some options for those looking to herald the arrival of the rooster without breaking the piggy bank. One such offering comes courtesy of MAC Cosmetics whose Year of the Rooster line, available through Feb. 23, includes eye shadow shades ($32) and three shades of lipstick ($17 each).
Another is Levi Strauss & Co. which is offering a Chinese New Year collection full of red and gold colors and rooster references sprinkled throughout some of Levi’s most well-known silhouettes. The collect includes T-shirts and sweatshirts screen printed with a jaunty rooster that appears to be crowing musical notes and the words: “It’s only rock and roll” ($29.50 to $79.50), bright red versions of its 510 and 511 five-pocket silhouettes ($69.50), and denim trucker jackets with embroidered rooster patches ($128 to $158).
For more musings on all things fashion and style, follow me at @ARTschorn.
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