Luxury Brands Welcome the Snake Lunar New Year in Diverse Ways

To mark the arrival of the Snake Lunar New Year, luxury brands blend diverse cultural elements into their designs and events, creating a unique blend of tradition and contemporary style.

Bottega Veneta

In celebration of the 2025 Chinese New Year, Bottega Veneta filmed a festive short video in Liuyang, Hunan Province—the birthplace of fireworks.

The video captures moments of people walking through traditional alleys, gathering with family and friends to celebrate the holiday, and enjoying the fireworks by the river, creating a warm, inviting New Year atmosphere.

Liuyang, known as the birthplace of fireworks, is where fireworks were introduced to Europe in 1295 by Marco Polo. As a brand rooted in Venice, Italy, Bottega Veneta chose Liuyang as the location for the short film to honor both the local fireworks tradition and the enduring cultural connection between China and Italy.

Alongside the video release, Bottega Veneta launched a New Year’s collection that includes ready-to-wear pieces and accessories inspired by the Chinese Zodiac Year of the Snake. Noteworthy pieces include the Tosca handbag with a snake-shaped handle and the Jade Ball Tosca handbag, both symbolizing good fortune and beauty.

Loewe

To mark the Year of the Snake, Loewe launched a New Year collection and released a film for Lunar New Year.

The collection draws inspiration from the ancient Chinese art of cloisonné, paying tribute to Chinese traditional craftsmanship, following previous collections inspired by monochrome glazes and Chinese jade.

This year, Loewe collaborated with Chinese craft master Xiong Songtao to create two special cloisonné collections: the Nest handbag featuring snake heads and lotus flowers, and a set of lucky pendants featuring designs of a green snake, spirit monkey, and auspicious clouds. These cloisonné elements also influenced the design of the New Year’s ready-to-wear collection, shoes, accessories, and limited-edition handbags.

Loewe’s special New Year film blends modern dance, traditional kite-making, and shadow puppetry to celebrate the beauty of craftsmanship and the renewal of nature in spring.

Prada

In celebration of the Chinese New Year, Prada released a series of products and content related to the 2025 Year of the Snake, including a snake-themed ad campaign, a special Year of the Snake logo, a curated collection, and the brand podcast.

The ad campaign is inspired by the sinuous, winding shapes of the snake, visually illustrating the concept of "collective." The women’s collection features handbags such as the top-handle leather cube bag with gold rings, lightweight totes, and shoulder bags with detachable charms. In terms of clothing, Prada has created pleated skirts, minimalist shirts, and elegant dresses. For men, the collection includes an exclusive holiday olive-green bag with a relaxed silhouette, along with loose coats, suit jackets, and trousers.

Prada will launch the PRADA podcast in January 2025, which will explore the symbolism of the snake in both Eastern and Western cultures.

Zegna

In the new collection, Zegna focused on deep brown tones, incorporating subtle snake motifs. The collection includes the classic Il Conte jacket, Triple Stitch luxury sneakers, and SECONDSKIN baseball caps. The brand’s new ad campaign features global ambassador Wu Lei, shot in Zegna’s Oasis location.