Welcoming the Year of the Snake in 2025 in style and virtually, luxury brands have already released Lunar New Year capsule collections and campaigns in December, attracting attention and introducing traditional Chinese clothing designs, or “something new”. We are proposing something that has become widely popular. Chinese style. ”
According to folklore, snakes are considered “baby dragons,” and the clear-eyed, lustrous-skinned animals have been revered throughout ancient history as symbols of hope, prosperity, and abundance.
The most popular snake-related myth in Chinese history, “The Legend of the White Snake” is a love story between a woman who turns into a snake and a mere human, and has entered the pop culture lexicon through various television and film adaptations. It has appeared. The Hangzhou-based story was only hinted at at Chanel’s Hangzhou runway show in early December.
Pooky Li, a Shanghai-based fashion curator, says, “While borrowing from the well-known folklore about snakes may achieve resonance and communication, it takes a lot of brand positioning and merchandising to make it work.” “We need to support the growth strategy,” said Lee.
“Smart examples include Dolce & Gabbana’s illustration of a cartoon snake turned into a train of Chinese people returning home for the festival, and Prada’s clever arrangement of silhouettes of brand ambassadors and friends in the shape of a snake’s tail. “This is an example of what happened,” Lee added.
Prada’s Lunar New Year campaign.
courtesy
With accessibility being a top priority for many luxury brands, Louis Vuitton took to the streets with its Louis Vuitton x Murakami collection, taking over a neighborhood on Shanghai’s Jourou Road. Three colorful retail outlets, including a retail space, a screening space, and a cafe, provided a visual representation of the festive atmosphere.
For a full week from January 1st to 7th, fans endured a long wait for their chance to experience the three-part pop-up. For those with less patience, we were mesmerized by its ultimate cuteness as well as what we saw on Street View, including the flower-covered exterior of the cafe’s most popular smiley.
Louis Vuitton x Murakami held at Juru Road in Shanghai.
courtesy
Dior has detailed its Lunar New Year capsule across various collections. At Dior, Kim Jones commissioned brand ambassador Deng Wei and models to star in a campaign featuring a playful collaboration between Dior and Caws. For menswear, KAWS redesigned the Dior logo into a playful cursive font that connects to a “magic serpent.”
Dior’s Maria Grazia Chiuri chose to celebrate the occasion with heavenly glamour. The gold and white collection emphasizes the sign of Serpens and extends to ready-to-wear and fine jewelry. Additionally, the limited edition Dior Grand Soir Automate watch features a mother-of-pearl dial and an opalescent snake with gold details.
For Bvlgari, the Year of the Snake and its Serpenti collection were a match made in heaven. To commemorate this, the brand held the “Serpenti Infinito Exhibition” in Shanghai. The traveling exhibition included interactive artwork and drew long lines at the tourist-oriented Zhang Yuan retail complex.
Anne Hathaway attended the opening of the Bvlgari exhibition.
Respecting old traditions and establishing new ones has become a notable feature of LOEWE’s Lunar New Year campaign. Following last year’s collection, which paid homage to monochrome pottery and jade, Loewe’s snake-themed collection is inspired by the ancient Chinese art of cloisonné.
Loewe’s Lunar New Year campaign.
courtesy
In partnership with Xiong Songtao, master of Chinese arts and crafts and the youngest of the six living masters of Chinese cloisonné, Loewe has created a cloisonné pendant featuring auspicious snake, monkey, and cloud motifs. I designed a set of necklaces with “Unlike traditional depictions of snakes, these are relatively cute and nice,” Xiong said in a behind-the-scenes documentary.
Burberry is also cashing in on the traditional Chinese craft trend with its Lunar New Year campaign.
In addition to dressing global brand ambassador Zhang Jingyi, models Zhang Lina and Alex Shrub in red, and tweaking the B logo to look like a petite snake, the brand also collaborates with one of China’s most famous bamboo weaving artists. , collaborated with Qian Lihuai to create nine bamboo art sculptures. , and a series of screensavers. It received positive reviews from Chinese online audiences.
Burberry’s Lunar New Year campaign.
courtesy
The sculpture served as a key element of the campaign, confirming the brand’s awareness of craft. Under the direction of CEO Joshua Shulman, these products will also be available at major flagship stores in China to help draw customers back to stores to discover more affordable holiday capsules. is scheduled to appear. Thanks to the price adjustment, some wool scarves are already sold out online.
Inspired by the local creative community, Prada’s ‘We, the Snake’ campaign documents how people from all walks of life interact and bring this zodiac sign to life.
A new version of the Prada logo has debuted, with the winding rope surrounding the lettering sprouting a head and tail, transforming it into a snake. Also unveiled was an exclusive selection of ready-to-wear and accessories, including leather tops. Cubic bag handle with golden hardware. A minimalist tote bag that eliminates waste and a shoulder bag with removable functions.
At Miu Miu, Lunar New Year is all about “encounters,” which was the theme of this year’s holiday editorial. Shot at Cantonese restaurant Yi La Wei, the campaign features a nostalgic atmosphere with northern Chinese charm and looks modeled on Miu Miu brand ambassadors Liu Haochun and Qiao Jingmai. .
To coincide with this offline celebratory moment, Miu Miu held a series of pop-up events at tourist spots in major Chinese cities, including Shanghai, Guangzhou, and Beijing. The pop-up will also give away a vinyl record with a Lunar New Year overtune created by singer and brand ambassador Lexi Liu, as well as a lunar calendar horoscope manual.
Fans at a Miu Miu pop-up event at a record store in Shanghai.
courtesy
Launching its first Lunar New Year campaign since the departure of Hedi Slimane, Celine investigated the relationship between Shanghai and Paris. The campaign “Afternoon in Shanghai” saw brand ambassadors including Li Gengxi and Sun Qian pose in front of the monumental buildings that make up the Shanghai Science Museum, one of the city’s largest French Renaissance buildings. I can see you taking it.
Celine’s Lunar New Year campaign.
Bottega Veneta held a joyful celebration in Liyang, Hunan Province, the birthplace of historic fireworks reminiscent of the Tang Dynasty.
Starring brand ambassadors Yeo Yang and Shu Qi, as well as popular Chinese actor Fang Wei, who brought a comedic element to the film, the campaign was created by Win Hsieh, known for his collaboration with Wong Kar-wai, as the photographer and graphic designer. Photographed as. designer.
The film, which taps into Mandopop nostalgia, also included a remix of Stéphanie Sun’s 2001 hit single “Green Light” by Belgian artist Le Motel.
Bottega Veneta’s Lunar New Year campaign.
courtesy
Balenciaga’s Lunar New Year social media campaign starring Chinese actress Zhang Xiaofei, Chinese actress and singer Yang Zhaoyue, and model Bingbing Liu was shot in an apartment in Paris, preparing to depart for the Lunar New Year It shows the intimate monologues of the characters. Celebration.
Balenciaga’s capsule collection features leather jackets, T-shirts, sweatpants and accessories, all adorned with a washed and frayed patched Monogram logo.
Doubling down on star power, Valentino has tapped Mando pop queen Jolin Tsai and Chinese actor Soon Li for Alessandro Michele’s first Lunar New Year campaign.
This year marks the year of the wood snake, or cyan snake, giving brands the freedom to explore colors other than the auspicious red.
Qeelin, Kering’s Chinese-inspired jeweler, has teamed up once again with influencer Tao Liang, known as Mr. Bag, to launch the limited edition Wulu Petite New Year gift set. The set, which sold out within a minute of its release, is priced at RMB 14,800, or $2,018, and includes a diamond-encrusted Wulu pendant with an Akoya pearl in the center and a mini mahjong set.
“Pearls are a very popular material these days. My fans also love full diamond jewelry. This is the first time Qeelin has used pearls in a jewelry design, so it’s very special.” Mr. Liang said.
Samuel Gui Yang, a Chinese designer known for popularizing New Chinese style, collaborated on a capsule collection for Mo&Co’s Luxury Edition line.
Samuel Gui Yang x Edition Lunar New Year Campaign.
courtesy
“Green symbolizes jade and wood stone in Chinese culture. This time we were able to play with our strongest colors: green, red, purple and pink, but red was definitely our best seller. ” said Samuel Yang, one half of the London-based label Samuel Gui Yang.
“In our design, we also tried to imagine a snake moving around the body and the concept of enveloping it,” he added.
M Essential, another leader in the New Chinese style movement, has teamed up with British luxury wallpaper manufacturer de Gournay to create a series of silver-coated silks featuring auspicious motifs commonly found in Chinese gardens. I created a hand-painted wallpaper.
The 18 non-repetitive scene designs, framed as screens, will be unveiled at M Essential’s store in Taikoo Li Qiantan, Shanghai during the festival.
Lululemon takes a broader perspective on the Lunar New Year period, starring Chinese singer Chris Lee, table tennis player Sharian Ni, and actor Ken Wu in the short film “Back to Spring,” a season of hope, passion, and vitality. I’m letting you do it. , according to the brand.
Lee, who rose to fame after winning a singing contest 20 years ago, said collaborating with Lululemon allowed her to reflect on her journey and find deep inspiration.
“Moving your body rejuvenates you both physically and mentally. With every movement, your senses come alive, your mind regains balance, and you feel your inner spring returning,” she said.
