For the Year of the Dragon, Aritzia honoured Asian elders who have passed down the traditions and cultural nuances of this cherished holiday.

I partnered with Korean-American artist Min Heo to bring the collection to life through illustrations that celebrated the vibrant, diverse expressions of Lunar New Year across cultures. I also cast Chinese and Vietnamese-Canadian elders from the Aritzia community, shaping a campaign that felt both unexpected and deeply authentic. The campaign exceeded performance metrics, earning 18K likes on Instagram, and 324K views and 47K likes on TikTok, proving how this campaign connected and resonated with Aritzia’s clientele.