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The time has come for global fashion houses to showcase their creations for the Mid-Autumn Festival in East Asia. Mooncakes are festive cakes with which loved ones celebrate the harvest season around the 15th day of the eighth lunar month.
Contemporary mooncakes have evolved from their traditional glazed formats, filled with lotus seed paste and salted egg yolk cores. Creativity now comes into play with fashion and gastronomy in the form of attractive packaging and additional treats that elevate their festive spirit.
As this ritual is meant to bring families and friends together, brands such as KENZO, Tumi and Loewe have chosen to incorporate games into their interpretations: KENZO offers a reinvention of Chinese checkers, Tumi an elegant Connect 4 and Loewe a minimalist wooden spinning top.
Meanwhile, Cartier this year presents an elegant portable lantern with exquisite paper decorations, and Audemars Piguet ventures into a doll’s house display equipped with a luminous backdrop emulating the glow of the full moon.
In a more classic setting, Fendi showcases its collection of four mini moon cakes in a little golden box, and Saint Laurent in a sparkling three-tier jewellery box. As for Gucci, it chooses to incorporate the moon theme in its cakes carefully packaged in wooden boxes that come with all the moon phases engraved on the lid.