Lunar New Year 2025: Fashion campaigns set to shine in the Year of Snake
Luxury brands all over the world are commemorating the 2025 Lunar New Year with fresh capsule launches.
As the Lunar New Year approaches, brands have introduced captivating new collections designed to honour the spirit of the Year of the Snake — a symbol of transformation, renewal, and timeless allure. Drawing from the rich traditions of the Chinese zodiac, these collections blend cultural symbolism with modern design, creating pieces that are both meaningful and stylish.
Bottega Veneta
Set in Liuyang, Hunan Province — the historic birthplace of fireworks—the campaign showcases the House's ambassadors, Yo Yang and Shu Qi, alongside Chinese actor Fan Wei, in a vibrant and joyful celebration.
As a nod to Chinese cinematic culture, the campaign film and key visuals are directed by Wing Shya, renowned for his work as a photographer and graphic designer in collaboration with Wong Kar Wai.
Burberry
In collaboration with acclaimed Chinese artist Qian Lihuai, the capsule collection presents a seasonal reimagining of the Burberry Check, paired with a distinctive B snake motif. The collection offers a diverse range of wardrobe options, including outerwear, a trench dress, and jersey separates.
Dior
To mark the Lunar New Year, the House presents a collection of celestial creations envisioned by Maria Grazia Chiuri, with a focus on the captivating symbol of the Snake. Inspired by Monsieur Dior’s admiration for the divinatory arts, these exquisite designs are adorned with the Dior Astral motif, offered in two stunning interpretations glimmering with luminous stars.
Fendi
FENDI Eyes, a dynamic capsule collection, celebrates the Maison's rich creative legacy by infusing its iconic elements with a festive, modern charm. Crafted for both women and men, the collection offers a playful reinterpretation of the signature "monster eye" design, inspired by the whimsical Bag Bugs bag charms that embody the brand's spirited essence.
Giorgio Armani
Starring global ambassador Hu Ge, the campaign captures the brand's signature elegance while integrating design elements inspired by the symbolism of the Year of the Snake, evoking themes of unity and harmony.
Gucci
The new campaign, featuring global brand ambassadors Ni Ni and Xiao Zhan, honours family, tradition, and the symbolic rebirth of the Year of the Snake. Under the creative direction of Sabato De Sarno, the narrative unfolds as two families come together in a heartfelt celebration. Through cherished festive rituals, the campaign captures the essence of tradition, the joy of togetherness, and the enduring bonds that unite loved ones year after year.
Maje
Maje reveals a special capsule collection, featuring embellished denim, sophisticated polo shirts, elegant cardigans and outfits. The collection blends soft pastel pink and light blue tones, making it ideal for celebratory occasions yet effortlessly versatile for every season.
MOSCHINO
Creative Director Adrian Appiolaza takes inspiration from a painting by Franco Moschino from the late '80s, where a 3D stuffed snake framed the artwork. He reinterprets this piece with Moschino symbols tailored for the festive season. This exclusive capsule collection features a range of items, including dresses, t-shirts, sweatshirts, knitwear, and bottoms, designed for both men and women.
Prada
Prada unveils "We, The Snake" to celebrate this Chinese New Year with a metaphorical vision. Under the creative direction of Ferdinando Verderi and the photography of Oliver Hadlee Pearch, the visuals feature a snake-like chain of human silhouettes, interwoven with real individuals either alone or in pairs. The campaign stars Ambassadors Jia Ling, Li Xian, Ma Long, Ma Yili, Yang Shuyu, Art Historian Wu Hung, Artists Peng Wei and Zhang Enli, Architect Rossana Hu, and models Du Juan, Ju Xiaowen, and Zhao Lei.
Max Mara
Max Mara celebrates this Chinese New Year by merging tradition with modern fashion in a collection that includes a special edition of the 101801 Icon Coat, reimagined with a custom silk twill lining featuring a bold floral embroidery on the back. The collection also showcases sweaters, dresses, and t-shirts, each adorned with delicate floral prints and embroidered interpretations of the letter "M," infusing a contemporary and artistic flair into every piece.
Self-Portrait
Actress Carina Lau returns for the brand’s Lunar New Year campaign, which taps into the nostalgic memories of growing up with TVB dramas. Photographed by Feng Li, the campaign pays tribute to the powerful role stories play in shaping lives, fueling imaginations, and fostering connections between families and loved ones.
Tod’s
Celebrating Chinese tradition and culture, Tod’s 2025 Chinese New Year limited-edition collection showcases the brand’s iconic designs, including the Gommino, T Vintage Sneakers, and T Timeless crossbody bag. Each piece is presented in a colour palette that reflects the season's spirit, with red prominently featured to symbolize luck and prosperity in Chinese culture.
Tory Burch
In celebration of Lunar New Year, the brand unveils a limited-edition collection and campaign that radiates joy and festive spirit. The collection, which includes handbags, footwear, ready-to-wear, jewellery, and accessories, is rich with symbols of luck and prosperity. Paying homage to the Year of the Snake, the pieces are accented with refined details, with the iconic snake motif thoughtfully integrated throughout the collection.
Roger Vivier
The limited-edition capsule highlights Roger Vivier's artistry and creativity, combining the refined elegance of a sparkling buckle with the symbolic significance of the serpent, reimagined with a modern twist. Brand ambassador Allen Ren takes centre stage in the campaign, wearing the exclusive Viv’ on the Run sneakers, which elevate his contemporary gentlemanly style with a touch of sophistication.
Polène
This Lunar New Year, Polène introduces the Lopio line, inspired by the Lantern Festival, featuring a unique bucket-shaped bag made from twelve leather panels linked together, complete with a leather pouch. The collection is highlighted by a deep garnet red, symbolising good fortune, and to honor the Year of the Snake, an embossed snake symbol is subtly placed at the bottom of the bag.
TUMI
The global travel and lifestyle brand introduces an exclusive capsule collection showcasing a gilded graphic of this year’s zodiac sign. Through the artistry of calligraphic brushstrokes, the snake’s elegance are beautifully represented, with each piece crafted to inspire a year filled with prosperity. The collection offers a diverse selection of items for both men and women, drawn from the Alpha Bravo, Voyageur, and TUMI+ collections.
