How Luxury Brands Are Telling Cultural Stories Through the Symbol of the Snake

Luxury brands are masters at weaving cultural narratives into their designs, transforming tradition into meaningful and captivating stories. This Lunar New Year, they’ve once again delivered unique interpretations of the snake, offering a mix of heritage, emotion, and modern elegance.

Versace

Versace marked the Year of the Snake with a short film, celebrating the spirit of Eastern culture.

The "Snake" connects deeply with Versace’s iconic Medusa emblem, symbolizing protection and strength. The campaign reimagines Versace’s signature Barocco and Greca patterns, introducing fresh designs that capture the snake’s sinuous elegance. This blend of the brand’s identity and the snake pays homage to Eastern traditions in a strikingly creative way.

Piaget

Piaget welcomed the Year of the Snake with an exquisite collection of jewelry and watches. Highlights include new pieces from the Possession series, Polo timepieces, and the Altiplano Ultimate Thin skeleton high-jewelry watch. Combining fluid designs with Piaget’s unparalleled craftsmanship, the collection celebrates the snake’s grace and vitality.

Valextra

To celebrate the Year of the Snake, Valextra launched a limited-edition capsule collection that reflects its long-standing tradition of exceptional artistry.

The snake, revered for its wisdom and perception, is a universal symbol of good fortune. Valextra’s new collection incorporates snake-inspired patterns into its signature bags and accessories, creating a sophisticated tribute to the Lunar New Year through the lens of timeless craftsmanship.