The Gucci 2025 Lunar New Year ad campaign pays tribute to family, tradition, and the symbolic renewal of the Year of the Snake, capturing a heartfelt moment shared between two families.

To mark the occasion, Gucci unveils a curated selection of pieces inspired by the sinuous elegance of the serpent, a motif deeply rooted in the House’s heritage. Representing transformation, renewal, and timeless allure, the snake is seamlessly woven into the selection as a core motif, merging archival House codes with modern creativity.

The snake’s fluid movements are elegantly incorporated across the selection, appearing in two bold color combinations: Gucci Rosso Ancora with pink and Gucci Rosso Ancora with blue. These sophisticated palettes enhance the designs while celebrating the festive spirit. The serpent glides through the intricate threads of silk Flora scarves, harmoniously complementing the archival pattern, nestled within the blooming scenes. The serpent’s entrancing curves also intertwine with the distinctive GG Monogram on accessories and ready to wear ensembles, further enriching the selection’s elegance and adding an air of mystique and wonder to the signature House emblems.

Highlights from the selection include the Horsebit 1953 loafers and the Signoria slingback pumps, reimagined in Gucci Rosso Ancora patent leather with a snake-detailed insole and the Gucci Re-Web sneakers, crafted in beige and ebony Original GG canvas with snake details. Adding to the allure is the Gucci Blondie bag, presented in Gucci Rosso Ancora red patent leather and adorned with an enamel round Interlocking G detail.

Presented in rich, festive hues, the selection offers meaningful gifts for loved ones or timeless keepsakes to celebrate the season’s most memorable moments.