In itself, the symbol for the coming Chinese Lunar New Year, the Horse Month of the Monkey Year is the subject of fun among Chinese netizens. That's because the slang for it means a wish that would take a very long time to fulfill.
To add to the hilarity of the situation are the Chinese zodiac-inspired designs of top fashion brands which are now being ridiculed in local social media sites, reports Chinadaily. The puns come from the designs of the monkey that either look creepy or not classy enough for local fashionistas.
Examples cited are the Netease Style necklaces and bracelets of Louis Vuitton which netizens says the monkey is alien-looking. One WeChat user comments, "You've got to be kidding me. Do monkeys in the real world look like that for them?"
Dior's "Diorelita" limited-edition collection got the red color right, which is a favorite of Chinese, especially during the New Year. But the French fashion house was right in making it a limited-edition set because few Chinese buyers would fork out their yuan for red rope that was paired with a golden monkey motif.
Similarly, red-and-gold combination of Giorgio Armani and Givenchy for their makeup cases and YSL's gold face palette made their beauty products look common than exclusive. Chinadaily chides the fashion brands for cheapening the brand rather than creating Chinese-inspired luxury items.
Other fashion faux pas cited by netizens include Nike's Air Force 1 shoes with the Chinses lotus flower on the tongue and the brand's translation, Nai Ke, sewn on the back in characters.
But thumbs up were made for the monkey head rings in white and yellow gold by Carrera y Carrera and Chopard's L.U.C. XP Urusi watch that has a monkey on its face, but managed to stick to the brand's image and style.
However, it is not just the failure of the fashion brands to come up with classy interpretations of Chinese zodiac signs that would explain the anticipated lackluster jewelry sales for the Lunar New Year and Valentine.
The Hong Kong Economic Journal cites the forecast of Estela Ng Yi-kum, chief strategy officer and chief financial officer of Tse Sui Luen Jewellery (International) in Hong Kong, who anticipates flat sales in comparison to the same holiday period in 2015. She explains it to the expected tough retail prospects for the next 12 to 18 months, prompting the firm to diversify to more lower-end items to bring in buyers.