Want to make a splash at Chinese New Year gatherings with family and friends? Look to the festive campaigns that have been unveiled by fashion brands to celebrate the Year of The Snake. Featuring bold styles in red and sophisticated takes on the zodiac sign of 2025, these campaigns offer plenty of style inspiration for the new year. Ahead, take a look through of some of the best Chinese New Year 2025 campaigns.
RALPH LAUREN
Ralph Lauren encapsulates the Year of The Snake in one word—classic. For this festive season, the luxury brand introduces a specialised collection of curated premium pieces including polo corduroy shirts, cable knit sweaters, and tailored blazers. Weaving in cultural elements like the bullion-embroidered crest patch, the collection seamlessly blends tradition with timeless sophistication.
& OTHER STORIES
& Other Stories has unveiled a capsule collection that embodies the brand’s feminine essence while incorporating elements of Chinese culture. It features draped satin dresses in shades of pink and striking red ballet flats. The designs are also embellished with intricate floral appliqués and oversized bows, making for the perfect coquette ensemble.
BURBERRY
Bamboo weaving is indeed a timeless craft—just ask renowned Chinese artist Qian Lihuai, whom Burberry has collaborated with for its festive campaign marking the Year of the Snake. Starring Chinese actress Zhang Jingyi, the campaign features Qian’s bamboo art sculptures alongside pieces from Burberry’s festive capsule collection. The collection pieces show off a seasonal iteration of the Burberry check as well as a new B snake motif to mark the Lunar New Year.
DIOR
Dior has unveiled some heavenly designs that will leave you starry-eyed. For Dior’s latest Chinese New Year collection, creative director Maria Grazia Churi introduces new versions of the Dior Astral motif with interpretations of the serpent. The motifs appear on Dior’s signature pieces like the Dior Book Tote and the Lady Dior bag, as well as T-shirts, shoes and small leather goods.
GIORGIO ARMANI
Giorgio Armani rolls out its Chinese New Year campaign with a special appearance from brand ambassador Hu Ge. The Chinese actor sports pieces from the Italian fashion brand’s festive capsule collection, featuring intricate graphic designs and delicate embroidery that exude sophistication.
GUCCI
Starring brand ambassadors Ni Ni and Xiao Zhan, Gucci’s Lunar New Year campaign pays tribute to family, tradition and the symbolic renewal of the Year of the Snake. The luxury brand’s festive collection captures the snake’s fluid movements in bold colour combinations to complement the rich hue of Gucci Rosso Ancora.
LORO PIANA
Loro Piana perfectly encapsulates elegance with its Lunar New Year capsule collection, which reimagines its icons. The Granda Unita scarf now features a snake motif. The Extra Pocket Bag is introduced in brown tactile shearling. The standout is the luxury brand’s signature bomber jacket, which has been redesigned in seven different iterations featuring new fabrics, colours and finishings.
LOVE, BONITO
Fashion meets function in Love, Bonito’s Lunar New Year collection. As seen in the fashion brand’s vibrant campaign, the collection includes dresses and jumpsuits with mandarin collars and stylish pieces cut from elaborate brocade. In an inspired collaboration with Dyson, the homegrown brand is also offering elevated makeover sessions—including hair and personal styling—at Funan from 11 January.
MAX MARA
Max Mara introduces its exclusive Chinese New Year Special collection to mark the Year of the Snake. The 101801 coat now comes in a special edition featuring silk twill lining adorned with a striking floral embroidery on the back. The Teddy Bear Icon Coat is presented in an elegant short version. Both coats are perfectly pigmented in vibrant red, embodying themes of joy and prosperity. Sweaters, dresses and T-shirts have also been reinterpreted with embroidery of the letter ‘M’.
TORY BURCH
Tory Burch’s Lunar New Year 2025 capsule collection embodies themes of luck, wisdom, and prosperity. The snake motif appears features prominently, as seen in the serpent-inspired metal clasp of a handbag and the enamel handles of a satin mini tote. The striking zodiac sign is also seen in an embellished wool cardigan and matching jewellery designs. The pieces are shown off in a striking campaign starring Xiao Wen Ju.
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