Celebrating Chinese New Year with Tradition, Family, and Renewal
words MATTIA MARCASSA BARBIERI
Gucci ushers in the 2025 Lunar New Year with an enchanting campaign featuring Global Brand Ambassadors Ni Ni and Xiao Zhan. Titled “Bonds That Endure,” the campaign, conceptualized by Creative Director Sabato De Sarno, pays homage to the enduring ties of family and the renewal embodied by the Year of the Snake.
Set against a backdrop of festive rituals, the campaign captures the poignant connection between two families, symbolized by a window that bridges their worlds. This visual narrative emphasizes the timelessness of familial bonds and the joy of coming together during the holiday season. Through this artistic lens, Gucci encapsulates the warmth of tradition and the celebration of togetherness that defines the New Year festivities.
Ni Ni, renowned for her elegant presence in both film and fashion, expressed her excitement about the campaign: “The Year of the Snake symbolizes renewal and transformation, themes deeply rooted in Gucci’s heritage. The selected pieces beautifully blend the snake’s grace with its agility, creating a festive and memorable narrative.”
Echoing her sentiments, Xiao Zhan, a cultural icon known for his versatility, added, “Gucci’s 2025 Chinese New Year collection showcases exquisite craftsmanship and innovative design. It’s an honor to be part of a campaign that celebrates such a meaningful moment, emphasizing the joy of reunions and the spirit of the festival.”
The collection highlights the snake motif, a symbol of transformation and timeless charm, intricately woven into the designs. Key pieces include the Horsebit 1953 loafers, Signoria slingbacks, and the Gucci Blondie bag, all reimagined in vibrant hues of Gucci Rosso Ancora, paired with either pink or blue accents. The snake’s graceful movements are also elegantly depicted in the intricate patterns of the silk Flora scarves and the signature GG monogram accessories.
This curated selection, rich in festive tones and luxurious craftsmanship, offers memorable gifts that resonate with the spirit of the season. Each piece not only celebrates Gucci’s storied legacy but also introduces a contemporary twist that underscores the Maison’s commitment to innovation and tradition.
