THE official start of the Year of the Rooster begins Jan. 28, and the fashion industry has been paying homage in a big way.

    Given it’s the most lucrative time of year for designer brands to target Chinese consumers, a surge in zodiac-themed items can be seen everywhere, but they’re facing immense criticism.

    Cashing in on the demand for holiday gifts, these brands are thrusting cultural references upon wealthy Chinese shoppers. However, many millennials consider them outdated. Instead of overused elements like red, yellow and the seasonal rooster, shoppers are seeking more authentic and modern representations of Chinese culture.

    Victoria Secret decided to send dragon-decorated supermodels down the runway — think Adriana Lima’s yellow stiletto boots or Kendall Jenner carrying blue phoenix wings on her back — and it quickly became the subject of online criticism.

    “Even the world’s most beautiful bodies are not going to save these rustic and passe Chinese-themed outfits,” wrote a Chinese netizen on Sina Weibo.

    From Dior’s rooster bracelet to Calvin Klein’s red and gold unmentionables, luxury retailers’ New Year-themed products are leaving Chinese consumers disgruntled.

    Commenting on MCM’s rooster-embroidered bag, one person said, “Red, gold, and zodiac signs are symbols of Chinese New Year, but why do they believe we want to carry a bag with a zodiac animal all year round?”

    Cosmetics giant Estee Lauder has designed a golden rooster on its limited-edition powder compact. Dolce & Gabbana is offering up a sequined rooster bomber jacket.

    Some consumers refuse to invest in the products thinking they aren’t consistent with the brand’s aesthetic. One example is Longchamp’s handbag that features a red and gold embroidered rooster.

    While luxury retailers will continue to cash in on this special occasion, they can’t ignore the social media backlash that many of these products have faced.

    Or, is it a clash in Chinese and Western aesthetics?