The three characters are transient visitors — familiar yet unfamiliar in McQueen‘s 2025 Lunar New Year ad campaign. They traverse urban streets, overpasses and vast metropolitan landscapes on Lunar New Year’s Eve. Some rush toward their destinations, whilst others reflect in their wandering.

Memories of the city and its people are imbued in every street corner and bear witness to time and transformation, creating a sense of belonging.

From the Resort collection, the T-bar Sling bag with signature buckle detail accompanies the characters as they navigate through an urban landscape. Meanwhile, the sleek and ergonomic Flexion sneakers are in rich seasonal colors: warm burgundy, orange, and crisp optic white, adding dynamic flare.