concept statement
This print design project takes the horse as its core motif, embodying its auspicious meaning in Chinese New Year and its role in nomadic cultures as a symbol of freedom and migration. The horse stands as both a zodiac emblem and a cultural totem connecting agrarian traditions with the spirit of the steppe. By integrating elements of Chinese intangible heritage into contemporary fashion, the project brings new vitality to traditional symbols. Through the storytelling power of folklore, the brand conveys ideas of courage, freedom, and cultural continuity, turning prints into a bridge between heritage and modern fashion.
Preliminary Research
Concept Development
Final Design Outcome
colorways
Spring
Summer
fall
winter
Originally developed as a Lunar New Year Year of the Horse edition, the print draws on warm tones inspired by Mongolian nomadic culture and festive symbolism.
To extend its relevance beyond the holiday context, the series introduces seasonal recolor variations, reinterpreting the motifs through evolving palettes that reflect different moods and landscapes of the steppe.
This approach enhances market adaptability and product longevity while reinforcing the brand’s narrative continuity, allowing the Horse Zodiac series to evolve through color while remaining rooted in tradition.
