Happy Lunar New Year! As we step into the Year of the Snake, fashion is celebrating in full force—think bold visuals, symbolic details, and plenty of lucky red. From Miu Miu to Self-Portrait, brands are ushering in the new year with their own creative twists. Check out the campaigns that are on our radar below.
Self-Portrait Lunar New Year 2025 Campaign
Self-Portrait’s Lunar New Year campaign, “Acts Behind the Silver Screen,” pays homage to the Hong Kong TV dramas that have long brought families and loved ones together. Shot by Feng Li at the iconic Yat Lok in Hong Kong, the campaign stars legendary actress Carina Lau, veteran actor Bowie Wu, celebrated art director William Chang, and the brand’s ambassador Zhao Liying, highlighting the importance of connection, culture, and cinematic nostalgia.
Miu Miu Lunar New Year 2025 Campaign
Miu Miu’s latest campaign, The Encounter, turns an ordinary dinner into an unexpected adventure, where reality vanishes with every sip. Ambassadors Zhao Jinmai and Liu Haocun step into the lively Yi Lau Yi, a Cantonese tea house in Beijing. As a band plays and the restaurant buzzes around them, the duo notices something strange—each time they take a sip of their drinks, the entire space disappears. Instead of questioning it, they embrace the mystery, setting off on their own adventure. They mix their own drinks, play their own music, and redefine the night on their own terms—naturally, in perfect Miu Miu attire. Styled by the brand’s go-to stylist Lotta Volkova, they sport the Penny, Wander, and Arcadie bags, each adorned with playful charms, including a crochet-knit serpent—a nod to the Year of the Snake. The campaign, directed by acclaimed filmmaker Shujun Wei with art direction by Edward Quarmby, captures Miu Miu’s signature blend of classy rebellion, making fantasy feel effortlessly real.
Prada Lunar New Year 2025 Campaign
Prada’s Lunar New Year campaign takes a bold, symbolic turn, featuring a striking image of a snake formed by intertwined human silhouettes. Captured by Oliver Hadlee Pearch and creatively directed by longtime Prada collaborator Ferdinando Verderi, the campaign brings together a diverse cast of brand ambassadors, models, and creatives—including Li Xian, Jia Ling, Ma Long, Ma Yili, Shuyu Yang, Du Juan, Xiao Wen Ju, and Zhao Lei. It also highlights influential figures like art historian Wu Hung, artists Wei Peng and Zhang Enli, and architect Rossana Hu, weaving a rich narrative of artistry and tradition.
Gucci Lunar New Year 2025 Campaign
Gucci’s Lunar New Year campaign captures the warmth of reunions and the quiet magic of shared moments. Starring global ambassadors Xiao Zhan and Ni Ni, the campaign unfolds through a tender exchange—Xiao Zhan spots Ni Ni through the glass just as she playfully traces a snake symbol into the misty surface, a subtle nod to the Year of the Snake.
Alaïa Lunar New Year 2025 Campaign
Alaïa brings Models.com Icon He Cong into the fold for her first-ever campaign with the brand, just in time for the New Year. Shot by longtime collaborator Tyrone Lebon, the campaign captures Cong in an almost candid, mid-dinner moment—wearing a soft blush ribbed dress and holding the burgundy Le Teckel clutch. The scene feels intimate and unfiltered, a quiet nod to Alaïa’s timeless creative approach.
Bottega Veneta Lunar New Year 2025 Campaign
Bottega Veneta taps cinematographer Christopher Doyle to bring their Lunar New Year campaign to life, capturing the warmth of generational celebrations. Set in Liuyang, the ‘hometown of fireworks,’ the film follows ambassadors Shu Qi and Yo Yang, along with actor Fan Wei and models Jinru Jiang, Ruoming Chen, Tingwei Huang, Xiuli Jiang, and Ziyan Li, cast by Denise Hu. Shu Qi carries the coveted Andiamo clutch in khaki, paired with a flowing Viscose embroidered dress. The film comes to a close in a dazzling fireworks display—an homage to tradition, renewal, and the spirit of the new year.
McQueen 2025 Lunar New Year Campaign
McQueen’s 2025 Lunar New Year short film captures actor Zhang Youhao and models Jiahui Zhang and Yanan Wan as they move through the city on New Year’s Eve—some alone, others celebrating with friends, or quietly wrapping gifts. Zhang, is also spotted wearing the unreleased Shearling Stole Wool Peacoat in Camel.
