LabelHood opens Harrods pop-up to celebrate Chinese New Year

By

Nigel TAYLOR

Published
Jan 20, 2023

Harrods is celebrating the ‘Year of the Rabbit’ this Lunar New Year, via a partnership with LabelHood, Shanghai’s fashion and cultural community that fosters talent from young Chinese generations.

The campaign, entitled ‘兔 be with you’, has family and community at its heart, inviting customers to visit the store’s fifth floor to explore the pop-up across 20 January-5 February.

Included in the pop-up is a curation of LabelHood’s own products together with pieces from emerging Chinese designers including The Flocks, M Essential, Ruohan, Soft Mountains and Nan Knits

The immersive space “offers fun for everyone”, we’re told, with photography sessions for customers to capture family and ‘chosen family’ portraits in celebration of Chinese New Year”. The colour red, a symbolic colour in Chinese culture, will be a prominent feature throughout the period.

Since first connecting in 2019, LabelHood has become a key feature in The Harrods ‘Hive’ incubator programme offering new brands.

And in addition to the pop-up, the store is further celebrating Chinese New Year with an exclusive Spring Festival afternoon tea inspired by the Year of Rabbit.