Chinese actors Xiao Zhan and Ni Ni star in a special Year of the Snake campaign
Procured under artistic director Riccardo Zanola and creative director Sabato De Sarno, the campaign features pieces from a specially curated product selection procured in light of the cultural observance.
Symbolizing transformation and renewal, a serpent motif unifies the line, aligning with the symbolic energy of the Year of the Snake.
“Gucci 2025 Lunar New Year selection incorporates exquisite craftsmanship and creative details,” said Mr. Zhan, in a statement.
“In the unique aesthetics, it shows festive spirits in a modern way,” he said. “As global brand ambassador of the House, I am pleased to participate in the shooting of [the] Lunar New Year campaign one more time.
“It brings everyone the joy of reunion at the special moment.”
Bridging campaigns
Available online and at select boutique locations, highlights from Gucci’s Lunar New Year capsule include accessories such as the Flora silk scarves, where snake iconography intertwines with blooming floral patterns.
Footwear such as the Horsebit 1953 loafers and Signoria slingback pumps has been reimagined in Gucci Rosso Ancora patent leather, adorned with additional snake details. The Gucci Blondie bag, presented in red patent leather with an enamel Interlocking G detail, adds a timeless touch of luck to the festive collection.
This year’s effort echoes previous Lunar New Year initiatives from Gucci ( see story ). In aligning with a broader spectrum of global celebrations, audiences are witnessing the maison form its very own annual marketing tradition in real-time.
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