While festive seasons only stay particularly extended for countries that celebrate the New Year on both the Gregorian and lunar calendar, luxury houses have long marked both occasions as a reason to reinvigorate the brand with prosperous joy and cheer. 2025, which is the Year of the Snake on the lunar calendar, has thus ushered in an eclectic collection of serpentine-inspired campaigns or limited edition releases, some fronted by some of the world’s most celebrated Asian faces — scroll for the full compilation.
Gucci
Tapping on Global Brand Ambassadors Xiao Zhan and Ni Ni, Sabato de Sarno pays tribute to family, tradition, and the symbolic renewal of the snake — drawing back to the serpent, a motif deeply rooted in the house’s heritage. An elegant fluidity can be observed across the curation of pieces, Gucci Rosso Ancora making bold appearances alongside pink and blue across the intricate threads of silk Flora scarves, while the snake zips through the distinctive GG Monogram on accessories and ready to wear ensembles, making festive the house’s mystique. Pieces highlighted include the Gucci Re-Web sneakers — crafted in beige and ebony Original GG canvas with snake details — and the Gucci Blondie bag.
Boucheron
Titled “Comings and Goings”, Boucheron’s Lunar New Year capsule brings Global Brand Ambassador Zhou Dongyu and actor Ethan Juan together to revel in the comfort of introspection, finding calm amidst the season of change. Drawing strength from family gatherings or venturing out to explore new horizons, the maison’s Quatre Classique and Quatre White Edition collections further enhance and deepen the personality of its wearers as they embark on the start of a new chapter.
Bottega Veneta
Bottega Veneta puts on a pyrotechnic display for Lunar New Year 2025 with a campaign shot on location at Liuyang, Hunan Province — the historic birthplace of fireworks. This significant choice is a reflection of Bottega Veneta’s own Venetian roots and its own foundational commitment to innovative craft, celebrating to the remarkable handcraft heritage of the hallmark image of celebrations, as well as the firework connection between China and Italy — when Venetian explorer Marco Polo first brought fireworks from China to Venice. Wing Shya, renowned for his collaborations with Wong Kar Wai as photographer and graphic designer on Happy Together, In the Mood for Love, Eros and 2046, shot the breathtaking campaign featuring Ambassadors Yo Yang and Shu Qi, as well as beloved Chinese actor Fan Wei. They wear key pieces from the most recent ready-to-wear collection, as well as exclusives from the Lunar New Year capsule.
Fendi
For its Lunar New Year 2025 capsule, Fendi playfully reinterprets and expands on its FENDI Eyes motif — first introduced to the design vocabulary of the house during its Spring Summer 2014 season — and decorates some of its most coveted pieces for both men and women. Borrowing the glimmer from the bright eyes of Brand Ambassador Xu Kai and Friend of the House Cheng Xiao, the assortment of Peekaboo and Baguette bags welcome the lively energy of new beginnings while cheekily highlighting the craftsmanship that continues to anchor the house’s fun endeavours for the festive season.
Loro Piana
For Loro Piana, the 2025 Lunar New Year special Capsule collection takes inspiration from the snake as a symbol of wisdom. This in turn is translated into timeless yet novel iterations of the brand’s icons, which include the Grande Unita scarf, Bomber jacket, Extra Pocket bag and White Sole shoes. The Bomber, first designed in 2003 in Portofino, is now made with merino shearling for a new-level of softness; weather-proof with a new Windbelt Stretch version; finds a new silky sheen with a Silk Wool Cash Bomber for women. There is also a knitwear version with suede leather inserts — perfect for the festive season. As for the actual inclusion of a snake motif, look no further than the masion’s first ever icon — the Grande Unita scarf — which sees the snake and the iconic fiore di cardo (or thistle flower) intricately intertwined as an added embellishment.
Qeelin
Unveiling the new Wulu Eternity collection, jewellery brand Qeelin brings together global brand ambassadors Yoona Lim, Lay Zhang and Liu ShiShi to ring in the Lunar New Year; each embodying the Oriental symbol of luck and prosperity with their unique sensibilities, embracing positive changes and the infinite possibilities that lay in the year ahead. The Wulu Eternity necklace is crafted in 18k rose gold and white gold, featuring a vertically-arranged diamond pavé Wulu, one design accented by the Red HyCeram® material. The charm also comes as a matching pair of earrings and a bracelet with a red cord, its pendant featuring a unique 3D contour that allows the Wulu to “roll” — encouraging the blessings and luck to flow in with every movement.
Balenciaga
Balenciaga calls upon actress Zhang Xiaofei, actress and singer Yang Chaoyue, and model Bing Bing Liu to star in the campaign for the Lunar New Year; all dressed in pieces from the Spring 25 collection. The ready-to-wear styles include hooded denim and flannel jackets, a leather taxi jacket, sweatpants and T-shirts, all adorned with the New Year series motif: a patched monogram Balenciaga logo with a washed, frayed finish. Presented as a series of videos directed by Lucca Lutzky, the stars recall moments and memories associated with the New Years, each contributing a fragment of nostalgia to the brand’s celebrations.
FRED
FRED looks to brand ambassador Jin to bring in festive cheer for the start of 2025. A sight of brilliance and radiant charisma, he wears pieces from Force 10 and Pain de Sucre collections, bold and daringly fit for the start of a new season.
Emporio Armani
Emporio Armani is celebrating the Lunar New Year in 2025 with abstract and artistic imagery of the snake, the special collection of festive apparel and accessories not just auspicious in colour, but is also vivacious and bold in spirit. Global Ambassador Jackson Yee, as well as Zeng Shunxi and Zhou Yutong — both Greater China and Asia-Pacific watches, jewellery and eyewear ambassadors — front the campaign, donning a sporty and youthful collection of jackets, T-shirts, jersey tops and knits, as well as limited edition Emporio Armani 2025 Chinese New Year dedicated chronograph watches, and snake-shaped jewellery.
Acne Studios
Acne Studios’ Year of the Snake collection captures brand ambassador Sandra Ma in a dreamy series of images, flaunting new products that reinterpret the cool of the animal. A ruffle strap dress in a crimson-hued python-print, a skin-tight scaly T-shirt in red and grey, a 1996 logo T-shirt embellished with crystals and loose-fit shimmery denim make up part of the collection inspired by transformation and opportune spirit. The playful collection is complete with a gradient red classic wool mohair scarf, and a new limited-edition Bowlina bag in embossed leather.
Tiffany and Co.
One of the brands pulling more stops than usual for the Lunar Near Year this time is Tiffany and Co., who has not only introduced an all new Tiffany Lock Ruby Pendant as part of celebrations, but also is expanding the exquisite Elsa Peretti® Snake collection with a 18k rose gold bracelet and ring (complete with three diamonds on the tail). The Tiffany Lock’s latest look features dazzling handset rubies, and was first launched in mainland China on November 29 — now available in select Tiffany stores across North America, Japan and Asia-Pacific. On the other hand, the occasion has also allowed the house to highlight Elsa Peretti’s love for nature, commemorating her 50th anniversary with the house.
Giorgio Armani
The snake gets graphic treatment at Giorgio Armani’s 2025 Chinese New Year Campaign with global brand ambassador Hu Ge, carrying collection of understated staples with an air of stately grace.
Once you are done with this story, click here to catch up with our December/January 2025 issue.