As the Lunar New Year approaches, Shanghai-based designer Shuting Qiu has partnered with renowned cognac brand Hennessy to celebrate the upcoming Year of the Snake with a special, limited-edition collection. Titled “Reimagination,”the collection is a fusion of traditional Chinese symbolism and contemporary fashion, inspired by the snake’s themes of renewal and positive transformation.
The collection, which includes bespoke designs for Hennessy’s VSOP, X.O, and Paradis cognac bottles, explores the aesthetic of the snake through abstract patterns, rich textures, and the symbolic colors and motifs of Chinese brocade. For Qiu, the snake’s ability to shed its skin and embrace new beginnings serves as a metaphor for growth and change—a fitting message for the New Year.
A Fusion of Heritage and Innovation
Shuting Qiu is known for incorporating elements of her Chinese heritage into her designs, often using jacquard, embroidery, and traditional brocade patterns to tell a modern story. For this collaboration with Hennessy, Qiu reinterprets those materials and cultural references, using them to adorn the iconic cognac bottles with abstract snake scale patterns and floral motifs. Each bottle represents a different facet of the Hennessy legacy, blending heritage with innovation.
- Hennessy Paradis features a sculptural, poetic design with an amber-gold color scheme, evoking a sense of balance and artistry, inspired by the snake’s quiet strength.
- Hennessy X.O uses rich red and gold tones, with a touch of blue, reflecting elegance and maturity, while also nodding to the snake’s transformative nature.
- Hennessy VSOP is imbued with youthful energy, with vibrant patterns that reflect the bold, dynamic spirit of the bottle’s blend.
Each design also incorporates fashion-forward elements, including leather collars around the Paradis bottle, further tying the project to Qiu’s fashion ethos.
The Creative Process Behind the Collaboration
Qiu’s creative journey began with a trip to Cognac, where she immersed herself in the heritage of Hennessy, drawing inspiration from the brand’s centuries-old craftsmanship and its archive of vintage bottles. “I was fascinated by the different shapes and designs of the bottles, and how each one tells a story,” she recalls. “It gave me a deeper understanding of the brand’s history and how they make their cognac.”
From there, Qiu turned her attention to the Year of the Snake, drawing connections between traditional Chinese brocade patterns and the themes of the Lunar New Year. “I wanted to bring something fresh and personal to this celebration. The snake symbolizes change, renewal, and femininity, which are values I wanted to infuse into the designs,” she says. Her process involved creating sketches, collages, and experimenting with various textures and materials to find the perfect balance of tradition and innovation.
A Narrative of Imagination and Renewal
For Qiu, the Reimagination collection is more than just a visual celebration; it carries a deeper cultural significance. “As a young Chinese designer, it’s important to me to keep our traditions alive, especially as they’re fading in the modern world,” she explains. “The snake represents a moment of transformation, where you shed the past and look forward to the future. This is a powerful message for the New Year.”
Qiu emphasizes the feminine energy of the snake year, contrasting it with other animal years that might be more masculine. “The snake is about imagination, creativity, and renewal—leaving the past behind to embrace something new,” she says.
Tying Tradition to Modernity
Shuting Qiu’s own collections reflect her roots in Hangzhou, a city renowned for its silk, embroidery, and jacquard traditions. “I come from a place where these textiles are deeply embedded in our culture, so I naturally draw from that when creating my collections,” Qiu notes. For the Hennessy collaboration, she incorporated her signature use of silk, jacquard, and embroidery, which are also featured in her Paris Fashion Week collections.
The designer’s work reflects her journey from Hangzhou to Antwerp, where she studied fashion and became inspired by the city’s avant-garde design scene. “Antwerp taught me to embrace my individuality and find my voice as a designer. My work is always informed by my personal experiences and cultural background,” she explains.
Growing up in Hangzhou, Qiu began painting at the age of nine, inspired by the vibrant colors of nature. This love of color and texture has carried through to her fashion, where she combines bold, colorful patterns with a mix of materials. “In my collections, you can always see the influence of collage—whether it’s oil, pencil, or fabric,” she says. “My work is a reflection of the colorful, layered nature of my own experiences.”
The Year of the Snake: A Time for Change
With the Reimagination collection, Shuting Qiu celebrates the Year of the Snake by embracing themes of transformation, growth, and creative renewal. Her collaboration with Hennessy bridges the gap between tradition and modernity, offering a fresh, feminine take on the Chinese New Year’s symbolism, while honoring her cultural heritage.
The limited-edition bottles, adorned with abstract patterns and rich textures, reflect Qiu’s vision of a new beginning—a perfect match for the promise of the Lunar New Year.
Photos courtesy of Shuting Qiu & Hennessy
