Forward of the Lunar New 12 months, vogue manufacturers from around the globe are unveiling unique collections and campaigns that commemorate the wealthy cultural traditions and symbolism of this festive season. This yr, Maisons are embracing the 12 months of the Snake, together with themes of renewal, household, and hope.
Prada’s “We, The Snake” marketing campaign for the 2025 Lunar New 12 months presents a symbolic and metaphorical imaginative and prescient that weaves collectively themes of belonging and transformation. That includes an eclectic forged of ambassadors, together with Jia Ling, Li Xian, Ma Lengthy, and Ma Yili, the marketing campaign showcases human silhouettes linked collectively like a snake, embracing interconnectedness.
Equally, Alexander McQueen’s Lunar New 12 months marketing campaign is about in opposition to a backdrop of a sprawling cityscape. Led by Chinese language actor Zhang Youhao, the marketing campaign tells the story of latest beginnings, because the characters depart behind the previous and look towards a hopeful future on the eve of the Lunar New 12 months, navigating the streets to catch the rising solar — a logo of renewal that comes with the brand new yr. Different manufacturers corresponding to Bottega Veneta, Loewe, and Gucci have additionally launched celebratory campaigns, with the addition of unique Lunar New 12 months capsule collections. Whether or not via limited-edition equipment, ready-to-wear items, or bespoke artworks, these collections creatively incorporate serpentine embroideries and wealthy reds to honour the 12 months of the Snake.
Dior X Kaws Collaboration
This New 12 months, Dior unveiled a charming new collaboration between inventive director Kim Jones and famend New York artist Kaws, which hit boutiques on 2 January. The gathering — which builds on their partnership from Dior’s Spring/Summer season 2019 present — blends Dior’s basic codes with Kaws’ pop-inspired aesthetic with this iteration incorporating a dynamic snake motif. The graffiti-style snake playfully types the Dior lettering and “CD” initials on neon-hued jackets and sporty tracksuits. Dior’s B35 NXXT sneakers and baggage from the Rider 2.0 line are reimagined in daring colors of brilliant orange and highlighter yellow.
Ralph Lauren
Ralph Lauren is ushering within the 12 months of the Snake with a particular assortment of Lunar New 12 months necessities, celebrating the event with a festive twist on the model’s timeless silhouettes. The capsule contains standout items just like the Polo Ralph Lauren Corduroy Shirt, and a tang suit-style shirt created from fine-wale corduroy and mounted with Chinese language knot buttons. The gathering additionally showcases re-interpretations of the favored Polo Bear Sweatshirt, that includes a festive Polo Bear graphic suited up in a crimson outfit, gold-embellished slippers, and clutching a crimson packet. Lastly, the Lunar New 12 months Crest Blazer is a sleekly tailor-made jacket, adorned with a bullion-embroidered crest that pays homage to the vacation’s traditions.
Loewe
Loewe continues its annual custom of honouring Chinese language craftsmanship with a particular capsule assortment for the Lunar New 12 months, this yr drawing inspiration from the traditional artwork of Chinese language cloisonné (a method of making intricate patterns on steel objects utilizing steel wires and colored glass paste). To convey this artwork kind to life, Loewe has collaborated with Xiong Songtao — a Grasp of Chinese language Arts and Crafts and third-generation enameller — to create the gathering’s jewelry and {hardware} finishes. Loewe’s Nest bag is adorned with a snake head and lotus particulars, whereas a spread of necklaces characteristic cloisonné pendants in auspicious pictures of snakes, monkeys, and clouds. Its ready-to-wear assortment contains particular version baggage impressed by the cloisonné approach, like cloud-shaped clutches, coiled snake keychains, and animated variations of the Puzzle Bag and Pebble Bucket.
Miu Miu
Miu Miu celebrates Lunar New 12 months with The Encounter (如期而遇), a whimsical quick movie directed by the famend filmmaker Shujun Wei. Starring Miu Miu ambassadors — Liu Haocun and Zhao Jinmai — the pair embark on a fantastical journey right into a dreamlike world, all whereas paying tribute to the 12 months of the Snake. The accompanying assortment mirrors the joyful and optimistic spirit of the movie, providing a playful but refined tackle celebratory vogue. Preppy tweeds and jewel-encrusted denim are paired with the model’s signature footwear: ballet flats, kitten heels, and unique sneakers from the New Steadiness X Miu Miu assortment. The discharge additionally incorporates a enjoyable nod to the event with crochet-knit serpent charms and personalised Chinese language knots at choose shops.
Bottega Veneta
For the Lunar New 12 months, Bottega Veneta unveils a shocking marketing campaign set in Liuyang, Hunan, the birthplace of fireworks, symbolising a mix of cultural heritage and inventive craftsmanship. The marketing campaign — captured by the acclaimed Wing Shya — options ambassadors Yo Yang and Shu Qi alongside actor Fan Wei, who put on items from the most recent ready-to-wear assortment in addition to unique Lunar New 12 months designs. The gathering is marked by signature leatherwork elevated with snake-inspired particulars in shades of deep crimson and earthy tones. Snake-tongued zippers and delicate serpent-like buckles are fitted onto the Home’s hottest baggage. The ready-to-wear assortment highlights intricately woven clothes speckled with crimson and black sequins, providing an opulent interpretation of the brand new yr.
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Loro Piana
Loro Piana marks the 12 months of the Snake with a refined Lunar New 12 months Capsule that reimagines a number of of the model’s iconic items, paying tribute to the image of knowledge. On the coronary heart of the gathering is the Bomber jacket, first launched in 2003 and a staple of the model’s sailing-inspired aesthetic. This season, the Bomber is reinterpreted in seven distinct variations, together with an opulent merino shearling model, a complicated Silk Wool Money Bomber for ladies, and a New 12 months knit model with suede leather-based inserts. Different items featured within the assortment are baseball caps and silk equipment embellished with regal snakes and Loro Piana’s signature fiore di cardo thistle motif, symbolising power and resilience.
Gucci
To have fun Lunar New 12 months, Gucci has launched a brand new marketing campaign and assortment that includes International model ambassadors Ni Ni and Xiao Zhan. The marketing campaign is rooted in household and custom, capturing intimate moments as two households come collectively to partake within the joyous rituals of the festive season. For the gathering, Gucci spotlights its snake motif, a longstanding image inside the Home’s heritage. The serpent is prominently featured throughout a spread of ready-to-wear items and equipment, obtainable in shades of crimson, blue, and beige. Fluid, snake-like patterns are stripped throughout bomber jackets and mini-dresses. In the meantime, snake detailing will also be seen on Gucci’s Re-Internet sneakers and GG monogrammed baggage.
Burberry
Burberry rings within the auspicious new yr with a putting new marketing campaign, starring actress and model ambassador Zhang Jingyi, who additionally fronts the capsule assortment. Shot by photographer Walter Pfeiffer, the marketing campaign additionally highlights serpentine handwoven bamboo artwork sculptures created by acclaimed Chinese language artist Qian Lihuai. The capsule assortment blends conventional Burberry kinds with the festive season, providing a spread of versatile attire together with outerwear, a trench gown, and jersey separates. A seasonal model of the long-lasting Burberry Examine is launched in crimson, to signify luck and prosperity. Moreover, a rounded B snake motif adorns outsized cashmere scarves, sweaters and sporty Bubble Sneakers.
Fendi
Fendi’s Lunar New 12 months capsule assortment additionally marks the Home’s centenary. In honour of this momentous event, Fendi has launched the Fendi Eyes capsule collection — a playful reimagining of their “monster eye” motif, which was first launched within the Spring/Summer season 2014 assortment. The capsule brings a recent, festive power to among the model’s most sought-after items, together with the Mini Peekaboo and Baguette baggage, which at the moment are adorned with vibrant “Fendi Eyes” in colors of black, pink, and yellow. Males’s items embody the Peekaboo ISeeU Small and Baguette Tender Trunk baggage crafted from black Cuoio Romano leather-based, in addition to equipment just like the Fendi Strike Mini backpack. Along with the playful eye motifs, the gathering revisits Fendi’s orchid print, which initially debuted within the Spring/Summer season 2015 assortment, including a floral contact to pick out womenswear items.
Giorgio Armani
Going for a pared down method, Giorgio Armani‘s New 12 months capsule assortment combines basic class with the festive appeal of the season, that includes international model ambassador Hu Ge. Impressed by the snake’s symbolism of knowledge, agility, and charm, Giorgio Armani incorporates delicate embroidery and refined graphic designs onto an array of crew necks, outerwear, and shirts, for an understated nod to the Lunar New 12 months.
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Chloé
Chloé‘s interpretation of Lunar New 12 months options daring updates to its bohemian-style silhouettes, with coiling serpent designs paying homage to a snake-embroidered gown designed by the late Karl Lagerfeld. The gathering pays homage to Chloé’s heritage — minimalist child tees characteristic a snake illustration first designed by Lagerfeld for Chloé’s Spring/Summer season 1969 assortment; charms and brass jewelry are reimagined as round serpents; and its standard Bracelet Hobo Bag and Digital camera Bag are launched in crimson and black colourways.
Roger Vivier
Roger Vivier‘s limited-edition 2025 Lunar New 12 months Assortment showcases the color crimson, with putting variations of their signature footwear. Model ambassador Allen Ren stars within the accompanying marketing campaign, sporting limited-edition gold and crimson Viv’ on the Run sneakers. Designed by artistic director Gherardo Felloni in Paris, the gathering additionally contains patent crimson Très Vivier infants, that includes a lacquered daisy buckle, ultimate for each informal and formal events.
Max Mara
Max Mara places forth a complicated tackle its Lunar New 12 months assortment. Every bit on this unique lineup is thoughtfully designed to embody a component of the style business’s newest development — quiet luxurious — whereas including a up to date twist to the Home’s signature items. The gathering is anchored in lavish outerwear, that includes daring crimson variations of signature kinds just like the Teddy Bear Icon coat and the 101810 Icon Coat. The latter is additional elevated with a customized silk twill lining and complicated floral embroidery on the again. Its extra easy choices of sweaters and T-shirts are adorned with delicate floral prints, with the letter “M” re-envisioned in embroidered types.
Zits Studios
Acne Studios’ 2025 12 months of the Snake assortment blends the daring power of the serpent with the model’s signature avant-garde type, starring model ambassador Sandra Ma. The Stockholm-based model presents a mixture of crimson tones, python prints, and complicated textures, that exude modern luxurious type. Notable items embody a crimson ruffle strap gown that includes crimson python-print detailing, printed snakeskin denims in a relaxed match, and silk scarves with a graphic serpent design. Zits Studios additionally introduces equipment that completely complement the gathering’s spirit. A wealthy crimson gradient wool mohair scarf and multipocket bag add a streetwear contact to the lineup, whereas the Bowlina bag is available in an embossed leather-based model.
Tory Burch
In celebration of the Lunar New 12 months, Tory Burch unveils a particular limited-edition assortment for 2025, honouring the 12 months of the Snake with a festive combine of chic equipment and embellished ready-to-wear items. A standout piece from the gathering is a purse with a crystal-encrusted serpent winding across the clasp, in addition to a satin mini tote with enamel handles impressed by the reptile’s sleek curves. Tory Burch’s assertion jewelry additionally will get a Lunar New 12 months makeover with a fragile golden snake pendant, matching earrings, and a coiling bejewelled snake ring.
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