Hennessy unveils CNY collaboration with Shuting Qiu

Maison Hennessy has partnered with Chinese fashion designer Shuting Qiu for an exclusive limited-edition collection celebrating the 2025 Chinese New Year, the Year of the Snake. The collaboration, aptly named Reimagination, symbolizes renewal, transformation, and the start of new beginnings, encapsulated in vibrant designs that marry traditional Chinese artistry with contemporary flair.

The Symbolism Behind the Collection

The snake, an emblem of renewal and resilience, takes center stage in the Reimagination collection, its abstract imagery slithering through the iconic carafe designs of Hennessy’s VSOP, X.O, and Paradis cognacs. Shuting Qiu, originally from Hangzhou and now based in Shanghai, has drawn deeply from her cultural heritage, incorporating textures and motifs inspired by jacquard fabric, Chinese brocade, and embroidery patterns.

Each bottle’s base colour of red pays homage to Chinese New Year traditions, while the snake’s patterns evoke the sinuous flow of the Charente River in Cognac, tying the design to Hennessy’s French roots.

Laurent Boillot, CEO of Hennessy, praised the collaboration, stating: “Hennessy has a long-lasting connection with Chinese culture, grounded in 164 years of shared history and rich artistic collaboration. And it is a great pleasure to welcome Shuting Qiu to embody the spirit with which we usher Chinese New Year festivities. Her designs epitomise a harmonious fusion of tradition and contemporary flair, offering with elegance a fitting homage to our common cultural heritage.”

Distinct Designs for Iconic Blends

Shuting Qiu has infused each carafe with unique characteristics, reflecting the distinct identities of Hennessy’s blends:

• VSOP: A youthful, energetic edition adorned with vibrant floral motifs and Hawaiian-inspired elements. The design symbolises renewal and legacy, featuring embossed patterns on the gift box for texture, akin to Qiu’s use of sequins and glitter in her fabric work. The accompanying reusable bag, embellished with bold floral and leaf motifs, makes the VSOP a sustainable option for gifting.
• X.O: Bold and dynamic, the X.O carafe combines red, gold, and blue tones, with lozenge shapes inspired by traditional Chinese motifs. The embossed snake design and gold cork exude opulence, while its recyclable gift box mirrors the textural elegance of fine fabric.
• Paradis: A masterpiece of sophistication, the Paradis carafe features a poetic, sculptural snake design in vibrant red. A leather collar with soft-to-the-touch graphic motifs evokes the awakening of spring and the snake’s symbolic shedding of skin, representing renewal and luxury.

These designs extend beyond aesthetics, serving as perfect gifts or New Year centerpieces while inviting enthusiasts to enjoy Hennessy in celebratory cocktails like “The Snake” or simply over ice.

A Celebration of Heritage and Community

“Hennessy has given me an opportunity to share my ideas and vision with the world, which is an incredible platform for me, as a young Chinese designer. The Hennessy carafes are classics, and this is similar to fashion in that every brand has its classic silhouettes, unique designs and colours. My family and I often drink Hennessy during Chinese New Year, and my friends drink it when we hang out – it’s a great versatile drink, but my favourite way to drink it is simply over ice.” Shuting Qiu expressed her enthusiasm for the collaboration.

Qiu’s journey, from Hangzhou to the Royal Academy of Fine Arts in Antwerp, shaped her design philosophy, blending Chinese and Western elements seamlessly.

Laura Drozdowski, Marketing Director of Moët Hennessy for Singapore and Malaysia, highlighted the significance of this collection for Malaysian audiences. “In Malaysia, Chinese New Year is a vibrant and cherished celebration that unites communities, bringing together families and friends in a spirit of joy and prosperity. This limited-edition collection by Shuting Qiu captures the spirit of the Snake — dynamic, resilient, and deeply connected to the cycles of renewal and transformation. We’re excited to share this special release to our enthusiastic Chinese-Malaysian community, inviting them to celebrate Chinese New Year with a piece that not only honours tradition but also embodies the innovative spirit that drives us forward.”

The Reimagination collection is now available at key retail outlets, major supermarkets, and online via The Good Stuff, offering Malaysians an artistic way to usher in the Lunar New Year.