Gucci marks the Lunar New Year with a campaign that celebrates themes of family, tradition, and renewal, symbolized by the Year of the Snake. Featuring Global Brand Ambassadors Ni Ni and Xiao Zhan, the campaign reflects heartfelt moments that highlight enduring connections and festive rituals.

Creative Director Sabato De Sarno brings this vision to life by framing the bonds of two families through shared moments, reminding viewers of the warmth and joy that come with togetherness. Captured against a backdrop of cultural traditions, the campaign blends modern elegance with timeless symbolism.

Reflecting on the collection, Ni Ni shared, “The Year of the Snake is approaching, and the serpent is deeply rooted in Gucci’s heritage. The 2025 Lunar New Year selection combines the serpent’s elegance with agility, telling a story of reunion and festive warmth.”

Echoing these sentiments, Xiao Zhan added, “Gucci’s 2025 Lunar New Year selection highlights exquisite craftsmanship and creative details, blending festive spirit with modern aesthetics. It was an honor to take part in this campaign and celebrate the joy of reunion.”

A Collection Inspired by Symbolism and Heritage

Gucci unveils a curated selection of pieces inspired by the elegance of the serpent—a motif that has long been associated with the brand’s identity. Symbolizing transformation, renewal, and timeless beauty, the snake is reimagined throughout the collection, blending archival elements with contemporary designs.

Presented in two striking color combinations—Gucci Rosso Ancora with pink and Gucci Rosso Ancora with blue—the pieces capture the festive spirit while offering sophisticated palettes for the season. The serpent motif flows seamlessly through silk Flora scarves, complementing intricate patterns and adding elegance to accessories and ready-to-wear ensembles.

Craftsmanship Meets Contemporary Design

Key pieces in the collection highlight Gucci’s attention to detail and innovative design:

• Horsebit 1953 Loafers – Refreshed in Gucci Rosso Ancora patent leather, featuring snake-detailed insoles.
• Signoria Slingback Pumps – Elegant and versatile, crafted in vibrant patent leather.
• Gucci Re-Web Sneakers – Made with beige and ebony Original GG canvas, accented with snake-inspired details.

Accessories That Make a Statement

The Gucci Blondie Bag takes center stage among accessories, designed in Gucci Rosso Ancora red patent leather and finished with an enamel round Interlocking G detail. Combining bold hues with refined craftsmanship, it perfectly reflects the Lunar New Year’s themes of transformation and elegance.

A Modern Approach to Festive Tradition

Blending cultural heritage with modern design, Gucci’s Lunar New Year collection honors tradition while embracing contemporary aesthetics. The campaign’s focus on symbolism and connection resonates through each piece, offering meaningful gifts and keepsakes to celebrate this season of renewal.

Whether it’s the timeless appeal of serpentine motifs or the vibrant hues of festive celebrations, Gucci’s collection provides a stylish way to mark the Lunar New Year while honoring tradition and embracing the future.