Through Emotion and Tradition, Luxury Brands Present Diverse Lunar New Year Campaigns

The snake isn’t the easiest animal for everyone to embrace, making it a challenging theme for this year’s Lunar New Year campaigns. Yet, this very challenge has encouraged brands to explore the deeper emotions tied to this meaningful holiday for Chinese consumers, fostering closer connections and more engaging interactions with their audience.

Burberry

In celebration of the Year of the Snake, Burberry drew on the rich symbolism of bamboo—progress, prosperity, and hope—by partnering with bamboo weaving master Qian Lihuai to create nine bespoke collection art pieces, reflecting themes of love, care, and connection.

On January 6, Burberry introduced the interactive bamboo weaving and painting experience through its WeChat Mini Program, offering a fun and creative way for audiences to explore the craftsmanship and meaning of bamboo weaving as part of its Lunar New Year campaign.

双叶编

宋锦编

雪花编

竹纹编

紫金花编

CELINE

For the 2025 Lunar New Year, CELINE enlisted ambassadors Li Gengxi and Sun Qian for a striking campaign set in the Art Deco-inspired Shanghai Science Hall.

Dressed in CELINE’s signature tailored jackets, leather ensembles, and sophisticated two-piece sets, the ambassadors brought to life the brand’s vision of elegance and effortless New Year charm.

Miu Miu

Miu Miu celebrated the Year of the Snake with its CNY collection and immersive cultural experiences designed to strengthen ties with local communities through music, art, and tradition.

The campaign includes "The Encounter," a short film starring ambassadors Liu Haocun and Zhao Jinmai, highlighting the collection’s key pieces, including sweaters, denim, shoes, and handbags.

On January 10, singer Lexie Liu will debut her new single "Come Dance - Miu Miu Encounters," written exclusively for Miu Miu. Fans can attend listening sessions and autograph events in Shanghai until January 12. The festivities continue from January 16 to 19 in Guangzhou at Liwan Lake Park, followed by events from January 18 to 22 at Beijing’s Shichahai ice rink.

Boucheron

Boucheron’s Lunar New Year campaign, "Come and Go," celebrates renewal and protection, reflecting the deep emotions and cherished moments that connect Boucheron wearers during life’s transitions.

The campaign features global ambassador Zhou Dongyu and actor Ethan Juan, spotlighting the brand’s iconic Quatre collection.

TOM FORD

TOM FORD introduced a refined 2025 Chinese New Year collection that blends contemporary elegance with festive touches.

The collection features men’s polo shirts and women’s knitwear, including vests and cardigans, all in ivory hues crafted from premium materials like cashmere and silk. Each piece is detailed with TOM FORD’s signature gold embroidery, with mother-of-pearl buttons on men’s polos and metallic accents on women’s designs.