Gucci has unveiled its 2025 Lunar New Year campaign starring Chinese cultural icons Ni Ni and Xiao 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 Director Sabato De Sarno and Artistic Director Riccardo 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.
Ni Ni wearing a sinuous red sequined dress and Gucci Blondie small shoulder bag in Rosso Ancora patent leather. The dress's serpentine pattern echoes the Year of the Snake motif. (Image: Courtesy of Gucci)
Xiao Zhan in a navy wool and cashmere jumper featuring a snake intarsia design, paired with a white dress shirt, grey trousers and the signature Marmont GG belt. (Image: Courtesy of Gucci)
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.
Detail of the snake motif intertwining with the GG monogram on navy silk, showing the Rosso Ancora and blue color combination. (Image: courtesy of Gucci)
The Gucci Re-Web sneakers in beige and pink GG canvas, paired with signature Web-striped socks. (Image: Courtesy of Gucci)
Ni Ni wears the embroidered wool bouclé jacket and shorts ensemble in Rosso Ancora red, paired with Gucci Horsebit leather ballet flats. (Image: Courtesy of Gucci)
Xiao Zhan wearing a sequined bomber jacket with undulating blue waves, styled with a white dress shirt, black tie, and GG Marmont belt. (Image: Courtesy of Gucci)
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 at gucci.com and in Gucci boutiques worldwide.
