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.

A longtime symbol for Gucci, the snake is at the heart of the collection, seamlessly blended with the brand’s iconic design elements. The collection includes apparel, handbags, and footwear, marrying classic Gucci craftsmanship with creative, festive details.

Balenciaga

Balenciaga celebrates the Lunar New Year with a rich campaign and collection, blending cultural themes with its signature edgy style.

The campaign, directed by Lucca Lutzky, stars Chinese talents Zhang Xiaofei, Yang Chaoyue, and Liu Bingbing, showcasing select pieces from the New Year collection and the Spring 2025 series.

The collection highlights ready-to-wear staples like denim and flannel hooded jackets, leather Taxi jackets, hoodies, and sweatpants, all infused with New Year-inspired details.

Dolce&Gabbana

Dolce & Gabbana’s 2025 Lunar New Year collection celebrates the snake and peony, blending traditional motifs with modern luxury. Using fabrics like brocade, charmeuse crepe, and silk twill, the collection weaves these symbols into men’s, women’s, and children’s clothing as well as accessories, adding sophistication to the festive season.

Collaborating with Chinese illustrator Sun Jiayi, Dolce & Gabbana created four bespoke artworks for the collection. The brand also launched an animated short film, to celebrate the holiday.

Adding an interactive touch, the "DG Fireworks Gift Box" mini-program on WeChat invites users to light virtual fireworks and share blessings with loved ones, bringing festive joy to the digital sphere.

Montblanc

Montblanc’s 2025 Chinese New Year collection blends Eastern aesthetics with timeless elegance, featuring writing instruments, leather goods, watches, and noise-canceling earbuds. The collection celebrates the Lunar New Year with refined craftsmanship and encourages individuals to leave their mark on the year ahead.