Gucci has unveiled its Lunar New Year 2025 campaign, focusing on themes of connection and transformation. Creative Director Sabato De Sarno continues his collaboration with Art Director Riccardo Zanola for this special collection.

The campaign features a heartwarming short film starring actor and house ambassador Xiao Zhan. It follows him as he returns home to celebrate the New Year with his family, engaging in traditional festivities. The narrative takes a symbolic turn as Xiao Zhan gazes through a window, where he sees fellow actor and house ambassador Ni Ni celebrating the holiday. While physically separated, they share a connection through the emblem of the snake, a symbol of transformation in Chinese astrology.

The accompanying photo series showcases the Lunar New Year capsule collection. This collection introduces new motifs inspired by the snake's sinuous form, elegantly incorporated into iconic Gucci designs such as the GG monogram, Horsebit loafers, and the Jackie bag.

This simple yet poignant campaign effectively resonates with the Chinese market while conveying the deeper meaning and significance of the Lunar New Year holiday. By emphasizing connection and transformation, Gucci has created a campaign that is both commercially savvy and culturally sensitive.