Guccihas unveiled its_2025 Lunar New Year campaign_starring Chinese cultural iconsNi NiandXiao Zhan**. The actress and actor, both Global Brand Ambassadors for the Italian luxury house, bring their distinctive personalities to a campaign that celebrates family bonds and cultural renewal through the collaborative vision of Creative DirectorSabato De Sarnoand Artistic DirectorRiccardo Zanola.**
Ni Ni, acclaimed for her nuanced performances in films like "The Flowers of War" and "The Rise of Phoenixes," has become a fixture in international fashion circles, known for effortlessly bridging artistic and style worlds. Xiao Zhan, who rose to prominence through his roles in "The Untamed" and "The Wolf," has similarly established himself as a cultural force, with his influence extending far beyond entertainment into the realm of global luxury.
The campaign's narrative unfolds through a poetic lens, framed by a window that connects two families' worlds – a metaphor for the enduring bonds that transcend time and distance. This visual metaphor resonates throughout the collection, where tradition meets innovation. "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," shares Ni Ni. Xiao Zhan echoes this sentiment, noting that "Gucci 2025 Lunar New Year selection incorporates exquisite craftsmanship and creative details. In the unique aesthetics, it shows festive spirits in a modern way."
Under De Sarno's direction, the serpent motif weaves through the collection with sophisticated restraint. The house's signature_Rosso Ancora_appears in two striking combinations: paired with pink and with blue, creating a palette that honors tradition while pushing forward.
The collection's strength lies in its subtle integration of the snake motif across various pieces, from accessible styles to signature accessories. The_Gucci Re-Web sneakers_, crafted in beige and pink_Original GG canvas_with snake details, offer an entry point to the collection while maintaining the house's commitment to craftsmanship. In the silk_Flora scarves_, serpentine forms glide through botanical prints, harmoniously complementing the archival pattern. The distinctive_GG Monogram_intertwines with the snake motif across accessories and ready-to-wear pieces, creating an additional layer of visual intrigue. This duality manifests in pieces like the_Horsebit 1953 loafers_and_Signoria slingback pumps_, reimagined in_Gucci Rosso Ancora_patent leather with snake-detailed insoles. The_Gucci Blondie bag_, presented in_Gucci Rosso Ancora_red patent leather and adorned with an enamel round_Interlocking G_detail, exemplifies this sophisticated fusion.
As we move into 2025's Year of the Snake, this campaign not only celebrates the Lunar New Year but also signals_Gucci_'s evolving aesthetic under De Sarno's direction. Through the lens of family, tradition, and renewal, the collection offers both meaningful gifts and timeless keepsakes that bridge cultural heritage with contemporary luxury expression.The Gucci Lunar New Year collection is available atgucci.comand in Gucci boutiques worldwide.