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Gucci celebrates the Lunar Year with a new campaign
The House of Gucci celebrates the Lunar New Year with a new campaign featuring Global Brand Ambassadors Ni Ni and Xiao Zhan. The campaign was conceived by Gucci Creative Director Sabato De Sarno and poignantly captures a heartfelt moment shared by two families.
The House of Gucci celebrates the Lunar New Year with a new campaign
The Gucci 2025 Chinese New Year campaign, with Creative Director Sabato De Sarno and Art Director Riccardo Zanola, focuses on cultural traditions, capturing an emotional moment between two families.
Considered among the most influential celebrities in the Chinese market, Ni Ni shares, “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 echoes 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 the 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 serpent, a motif rooted in the House heritage. Popular products 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; the Gucci Re-Web sneakers crafted in Original GG canvas with snake details and the Gucci Blondie bag in Rosso Ancora red patent leather with an enamel round Interlocking G detail.
Gucci: A leader in luxury fashion
Founded in Florence, Italy, in 1921, Kering-owned Gucci is one of the world’s leading luxury fashion brands. Following the House’s centenary, Gucci continues to redefine luxury and fashion while celebrating creativity, Italian craftsmanship, and innovation under the leadership of CEO Stefano Cantino and the creative direction of Sabato De Sarno.
Gucci draws on its rich history, Italian craftsmanship and contemporary design to create distinct looks for an elegant modern consumer. The iconic brand holds a significant share of the luxury fashion market and is ranked fourth in the world by Interbrand, behind Louis Vuitton, Chanel and Hermès.
“With discipline and determination, we are executing a far-reaching transformation of the Group, and at Gucci in particular, at a time when the whole luxury sector faces unfavourable market conditions,” says François-Henri Pinault, Kering Chairman and Chief Executive Officer in a company release.
10 Little-Known Facts About Gucci
- Gucci set a record in 2018 as the most-searched fashion label on Google! Image: www.gucci.com
- Gucci was founded in Florence in 1921 by Guccio Gucci, as a luggage and equestrian goods company.
- The double-G logo was designed in 1933 by Guccio Gucci’s son, Aldo, to represent his father’s initials.
- In the 50s, Gucci pioneered the bamboo-handled bag, which remains one of its most iconic designs.
- Gucci’s Flora scarf, made for Grace Kelly in 1966, became a timeless symbol of the brand’s elegance.
- The Gucci family no longer owns the brand; it was sold to the French conglomerate Kering by 1999.
- Gucci is credited with creating the first fashion runway video game, “Gucci Arcade”.
- Gucci loafers were the first footwear in the permanent collection at the Metropolitan Museum of Art.
- Gucci’s sustainable initiatives like “Gucci Off the Grid” to focus on eco-friendly and recycled materials.
- Gucci celebrated its centennial with the “Aria”, combining history with a modern perception of its heritage.
- The luxury fashion brand set a record in 2018 as the most-searched fashion label on Google.
