West End retailers hot on Year of the Dragon promotions

London’s Burlington Arcade announcing Thursday that it’s to celebrate the Chinese New Year appears to be just the tip of the iceberg. According to West End property giant Shaftesbury Capital, around 50 of its retail tenants will be offering limited edition Lunar New Year products and experiences across 10-24 February.

There will be plenty of highlights as the Year of the Dragon arrives across the West End and a parade takes place throughout the area featuring colourful lion dancing, live performances alongside cultural activities spanning 12 streets across Chinatown, Covent Garden, Soho and Carnaby Street during the 14-day period.

As for the retailers and brands, at Annie’s Ibiza shoppers will be Abel to find Chinese Dragon silk gauze robes, while Barbour — which is known for its signature green waxed jackets — will be offering capsule collections in red.

Dr Martens is known for its special editions and will be offering Year of the Dragon boots, while Ganni has dragon-inspired T-shirts.

In the watches and jewellery segment TAG Heuer, Hublot and Swatch have all come up with limited edition Lunar timepieces. And Dinny Hall, Mejuri, Olivia Burton, PDPaola, Bucherer, Tudor Astley Clarke and Astrid & Miyu are focusing on gifting.

Meanwhile, Paul Smith, Polo Ralph Lauren, IKKS Paris, NBA and Ray-Ban are offering bespoke T-shirts, clothing and accessories, while New Era has Zodiac-inspired caps.

Mulberry and Mira Mikati have created an exclusive collection encapsulating the spirit of the Dragon, and there’s more from other key British names in the bags segment. Radley London, Cambridge Satchel, and Strathberry have created exclusive Lunar New Year accessories. And Footpatrol, Size?, Puma and Timberland are selling limited edition footwear

In beauty, some of the biggest names and the most in-demand niche brands are also diving into the event, including Rituals, Nars, Penhaligons, Creed, Charlotte Tilbury, Benefit, Chanel, Diptyque, Glossier, Jo Malone London, Kiehl’s, Le Labo, Miller Harris, L’Occitane, Parfums de Marly, and Tom Ford.