Description
Gucci greets the Lunar New Year with a fresh campaign starring Global Brand Ambassadors Ni Ni and Xiao Zhan. The House, under Creative Director Sabato De Sarno—who unveiled his debut runway collection in Milan last year—offers a thoughtful tribute to homecoming moments and lasting connections, centering on the Year of the Snake.
At the heart of the campaign sits a warm image: two families, glimpsing each other through a shared window. It’s a subtle nod to those instant bonds that survive the rush of modern life. A series of rituals, infused with local traditions, ties these households together—reminding us how every New Year invites renewal and reconnection.
“The Year of Snake is just approaching, and the serpent is a deep-rooted motif of Gucci. The 2025 Lunar New Year selection is adorable, which combines the elegant shape of serpent with agility. The story of reunion in the campaign which I am featured in another time conveys festive wishes as warm and memorable,” says Ni Ni.
Xiao Zhan echoes that excitement. “Gucci 2025 Lunar New Year selection incorporates exquisite craftsmanship and creative details. In the unique aesthetics, it shows festive spirits in a modern way. As global brand ambassador of the House, I am pleased to participate in the shooting of Lunar New Year campaign one more time. It brings everyone the joy of reunion at the special moment.”
The new selection leans on Gucci’s long-standing serpent emblem, a motif that channels transformation and timelessness. It appears across everything from silk scarves—woven with archival Flora details—to updated GG accessories. Two distinct color paths, Gucci Rosso Ancora paired with pink and Rosso Ancora paired with blue, amplify that holiday glow.
Shoppers will find details of the snake gliding into the House’s footwear, like the Horsebit 1953 loafers and Signoria slingback pumps, both lined with subtle serpent accents. The Gucci Re-Web sneakers in Original GG canvas follow suit. There’s also a Gucci Blondie bag in Rosso Ancora patent leather, finished with a round enamel Interlocking G that nods to the brand’s iconic heritage.
Dipped in deep seasonal tones, each piece speaks to the House’s affinity for storytelling—perfect for gifting or keeping as a reminder of new beginnings. With this lineup, Gucci affirms its legacy while celebrating the future.
This professional campaign titled 'Brand-new Chinese New Year campaign 2025' was published in Italy in January, 2025. It was created for the brand: Gucci, by ad agency: Gucci Creative Team. This Film medium campaign is related to the Fashion industry and contains 1 media asset. It was submitted 16 days ago.
