The Year of the Snake is here, and with it comes a wave of bold and innovative Lunar New Year 2025 campaigns and gift ideas from some of the most iconic brands. This year, the celebrations are steeped in serpent-inspired motifs, auspicious red hues, and reimagined heritage elements, creating collections that balance tradition and modernity.
Here’s a roundup of the best Lunar New Year campaigns and standout gifts for 2025:
Ralph Lauren
Ralph Lauren celebrates the Year of the Snake with a sleek campaign blending tradition and modern style. Key pieces include a corduroy tang suit-style shirt with Chinese knot buttons and a festive Polo Bear dressed in celebratory attire. Perfect for those looking for timeless pieces with a modern twist.
Burberry
Burberry’s bold capsule collection reimagines the Burberry Check with red accents and a B snake motif on trench dresses, outerwear, and jersey separates. In collaboration with Chinese artist Qian Lihuai, the campaign incorporates bamboo sculptures, symbolizing love and unity, alongside Zhang Jingyi, the brand ambassador.
Self-Portrait
Titled “Acts Behind the Silver Screen,” Self-Portrait’s campaign stars icons Carina Lau and Bowie Wu Fung in a nostalgic tribute to Hong Kong’s golden age of television. The collection includes red dresses, crystal-adorned cheongsam-inspired pieces, and accessories like the Bow Bag, blending festive vibes with cinematic flair.
Gucci
Gucci’s Lunar New Year collection highlights its signature serpent motif and archival Flora patterns. Featuring ambassadors Ni Ni and Xiao Zhan, the campaign captures intimate moments of familial connection while blending vibrant hues with contemporary flair.
Max Mara
Max Mara offers refined elegance with a Lunar New Year collection centered on the iconic 101801 coat in vibrant red, complete with floral embroidery and silk lining. Complementary pieces like the short Teddy Bear Icon Coat combine timeless sophistication with symbolic touches.
Tory Burch
Tory Burch celebrates renewal with serpent-inspired designs on crystal-adorned Eleanor bags, satin totes, and jewelry like snake-shaped rings. The collection, fronted by model Xiao Wen Ju, embodies optimism and elegance in red tones symbolizing prosperity.
Bottega Veneta
Set in Liuyang, the birthplace of fireworks, Bottega Veneta’s campaign blends neon lights, cinematic storytelling, and cultural tradition. The collection features snake-handled Tosca bags, jade-accented closures, and Orbit sneakers, merging heritage with innovation.
Alexander McQueen
Alexander McQueen’s campaign, “A Sense of Belonging,” reimagines Lunar New Year with a poetic urban narrative. Featuring sleek pieces like the T-bar Sling bag and Flexion sneakers, it juxtaposes movement and stillness in a rain-soaked cityscape.
Moncler
Moncler’s striking collection includes snake-inspired quilting, intricate knot motifs, and vibrant Five-Color designs on luxe fabrics like nylon laqué. Starring Lu Yuxiao, the campaign embraces festive tradition with modern elegance.
Byredo
Byredo’s “Coming Home” campaign, set in the Dongping mountains, honors tradition and renewal with limited-edition designs of fragrances like Blanche and Rose of No Man’s Land, alongside the Tree House Candle, perfect for gifting.
Givenchy
Givenchy celebrates Lunar New Year with luxurious red-and-gold packaging inspired by the first Rouge Couture. Key products include the Prisme Libre Loose Powder and Le Rouge Lipstick, combining elegance with festive charm.
Guerlain
Guerlain’s Rouge Bonheur fragrance, housed in a Swarovski-studded Bee Bottle, and snake-inspired Rouge G lipstick packaging define sophistication for the Year of the Snake. It’s a celebration of artistry and tradition in one.
Tower 28
Tower 28 launches the “Red Bean Mochi” LipSoftie alongside cultural activations like a Lucky Money tree at Mochidoki NYC. By combining tradition with fun, the brand redefines beauty celebrations.
Malin+Goetz
Malin+Goetz introduces a Bergamot Hand+Body Wash in bold red packaging adorned with white narcissus accents. The citrusy scent and hydrating formula make it a thoughtful Lunar New Year gift.
From luxury fashion to skincare-inspired beauty, this year’s Lunar New Year campaigns honor tradition while infusing it with contemporary creativity. Whether you’re shopping for gifts or admiring the stunning visuals, these collections offer something for everyone to celebrate the Year of the Snake in style.
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