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It's no secret haute couture fashion brands are a fan of the Lunar New Year. For instance, just within the past week, we've seen both Balenciaga and Gucci drop tiger-themed collections to celebrate the upcoming event, however, Bottega Veneta may have just taken it to a new level.

To celebrate the year of the tiger, the Italian fashion house has taken over a part of the Great Wall of China for a unique celebration of sorts. Select portions of the wall are now sporting the Bottega Veneta logo, as well as the message of "Happy New Year".

The installation utilises the brand's signature green alongside a tangerine coloured orange for the maximum eye-catching effect. While as outlandish as it is, it's not the first time the brand has taken a unique approach to marketing. In February of 2021, the brand decided to deactivate all of its social media in an attempt to "allow social media users to drive the conversation around the brand".

Naturally, this indulgent marketing stunt has ruffled some feathers online due to its use of a culturally important landmark, with many Twitter users remarking the installation is both "tacky" and "insensitive". The installation is due to be removed from today, but we can't help but wonder what Bottega Veneta will get up to next. In other news, Kanye's latest "Heaven and Hell" video serves as the ideal Yeezy x GAP commercial.

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