The House celebrates the Lunar New Year with a new campaign featuring Global Brand Ambassadors Ni Ni and Xiao Zhan, paying tribute to family, tradition, and the symbolic renewal of the Year of the Snake.

Through the vision of Creative Director Sabato De Sarno, the campaign captures a heartfelt moment shared between two families. Framed through a window that connects their worlds, a fleeting glimpse becomes a genuine reminder of the bonds that endure as time flows. Through festive rituals, loved ones are drawn closer, where the warmth of tradition and the joy of togetherness create enduring connections, year after year.

Reflecting on the campaign, Ni Ni shared: “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. The story of reunion in the campaign which I am featured in another time conveys festive wishes as warm and memorable.”

Xiao Zhan echoed this sentiment adding: “Gucci 2025 Lunar New Year selection incorporates exquisite craftsmanship and creative details. In the unique aesthetics, it shows festive spirits in a modern way. As global brand ambassador of the House, I am pleased to participate in the shooting of Lunar New Year campaign one more time. It brings everyone the joy of reunion at the special moment.”

To mark the occasion, Gucci unveils a curated selection of pieces inspired by the sinuous elegance of the serpent, a motif deeply rooted in the House’s heritage. Representing transformation, renewal, and timeless allure, the snake is seamlessly woven into the selection as a core motif, merging archival House codes with modern creativity.

The snake’s fluid movements are elegantly incorporated across the selection, appearing in two bold color combinations: Gucci Rosso Ancora with pink and Gucci Rosso Ancora with blue. These sophisticated palettes enhance the designs while celebrating the festive spirit. The serpent glides through the intricate threads of silk Flora scarves, harmoniously complementing the archival pattern, nestled within the blooming scenes. The serpent’s entrancing curves also intertwine with the distinctive GG Monogram on accessories and ready to wear ensembles, further enriching the selection’s elegance and adding an air of mystique and wonder to the signature House emblems.

Highlights from the selection include the Horsebit 1953 loafers and the Signoria slingback pumps, reimagined in Gucci Rosso Ancora patent leather with a snake-detailed insole and the Gucci Re-Web sneakers, crafted in beige and ebony Original GG canvas with snake details. Adding to the allure is the Gucci Blondie bag, presented in Gucci Rosso Ancora red patent leather and adorned with an enamel round Interlocking G detail.

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