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LOEWE weaves beguiling Lunar New Year tale

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LOEWE weaves beguiling Lunar New Year tale by Tree Elven on 18/02/2021
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If you're not aware of bamboo weaving techniques - or even if you are - this is a fascinating two-minute insight into an area of traditional Chinese folk art. It's actually a campaign by Spanish luxury fashion house LOEWE, to celebrate the Lunar New Year. "Celebrating the symbiosis between craft, family and tradition, we visit three families passing traditional Chinese folk art techniques on to the next generation," says the company, which was founded in 1846 and as such, is regarded as the oldest luxury house in the world. "A heritage craft passed down for over 2,000 years, Daoming bamboo weaving techniques are used to create bamboo lanterns for the Lunar New Year." What do you think of the 'ad'? Wish we had more like this? Or do you prefer LOEWE to stick to a straight delivery of what clothes and accessories they have for you this season? Do you like learning new things from a trusted source, or do you dislike such campaigns as being manipulative 'nostalgia marketing'?

Keywords: LOEWE, Daoming bamboo weaving, Lunar New Year 2021, LOEWE craft, nostalgia marketing, luxury fashion, Chinese folk art

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