Sabato De Sarno, Gucci’s Creative Director, drew inspiration from the festive rituals of the Chinese Lunar Year of the Snake to create the luxurious Italian brand’s new campaign. The images are meant to reflect the tradition and joy of family gatherings. For the viewer, it’s like a fleeting glimpse of family ties that endure through time.
Gucci refreshes its icons with Year of the Snake details
Chinese actors Ni Ni and Xiao Zhan, who are Gucci’s global ambassadors, star in this campaign based on the Chinese New Year of the Snake and conceived by Sabato de Sarno.
The stars of the campaign
The campaign, under the artistic direction of Riccardo Zanola, stars Ni Ni and Xiao Zhan, Chinese actors and singers who are global ambassadors for Gucci. Ni, 36, has starred in films such as Bound in Heaven, A Man and a Woman and The Rise of the Phoenixes. While Xiao, 33, is known for his roles in the series Sunshine by my side, Fights break sphere and Joy of life, among others.
“The Year of the Snake is coming up, and the snake is a deep-rooted motif at Gucci. The Lunar New Year 2025 selection is adorable,” Ni explained. Meanwhile, Xiao added, “The Gucci 2025 Lunar New Year selection incorporates exquisite craftsmanship and creative details. In the unique aesthetic, it shows the festive spirit in a modern way.”
The Year of the Snake in Gucci's apparel and accessories
Gucci reflects the Year of the Snake with details in every piece. The fluid movements of the snake are elegantly incorporated into the elements with two color combinations: Gucci Rosso Ancora with pink and Gucci Rosso Ancora with blue. For example, in the silk scarves, Flora is found among the intricate yarns and the print among the flowing scenes. And in accessories and ready-to-wear pieces, you’ll see the curves of the snake mixed with the GG monogram.
The shoes and bags also show details. The Horsebit 1953 loafers and Signoria pumps are made of Gucci Rosso Ancora patent leather with a snake-detailed insole. The Gucci Re-Web sneakers are made of beige and ebony GG Original canvas with snake accents.The Gucci Blondie bag is made of red patent leather Gucci Rosso Ancora and is decorated with a round, enameled interlocking G.
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