How Are Luxury Brands Weaving the Theme of "The Snake" into Their CNY Storytelling?

This year, inspired by the Chinese zodiac symbol of the snake, brands have unveiled an impressive variety of imaginative products and marketing initiatives, reflecting their deep focus on and optimism for the Chinese market.

Gucci

Gucci unveiled its 2025 Chinese New Year campaign featuring brand ambassadors Ni Ni and Xiao Zhan, alongside a special collection inspired by the graceful elegance of the snake.

The campaign, directed by Creative Director Sabato De Sarno, explores themes of family and tradition. It captures heartfelt moments of connection as two families exchange glances through windows, symbolizing the warmth of reunions and the value of togetherness.