The Year Of The Rabbit Ad Campaign

Gucci Celebrates The Year Of The Rabbit With A Special Capsule Collection and Ad Campaign by Art Director & Photographer Max Siedentopf with models Emma Pei and Ruiqi Jiang

In celebration of the festive season that precedes both the beginning of the Year of the Rabbit on the lunar calendar and the arrival of Spring, the House presents a vibrant capsule collection full of playful and refined iterations of the rabbit—an animal representing intelligence, health, and longevity.

Echoing the joyful mood of the occasion, the collection sees a fanciful use of color, print, and embellishment across ready-to-wear, bags, shoes, accessories, jewelry, and timepieces. Diverse depictions of the rabbit appear across the lineup, woven into knitwear, on embroidered patches, or in a distinctive spray-paint-style version seen on T-shirts, leather loafers, and G-Timeless watches. Womenswear sees a refined selection of printed silk blouses and skirts, along with boldly geometric pieces in contrasting hues. The men’s selection furthers the theme of playful graphic patterns in sporty silhouettes. Shoes conjure the essence of the rabbit with ear-like bows adorning heels and fleece textures enriching loafers. Special renditions of the House’s signature handbags from Gucci Diana totes with hand-painted stripes to Gucci Horsebit 1955 shoulder bags featuring precious leathers, tweeds, and studs, complete the capsule.

In the campaign captured by Max Siedentopf, vibrant colors set an exuberant tone, echoing the joyful spirit of the occasion that anticipates Spring’s arrival. To animate the collection, a cast of friends encounter rabbits in a fantastical field of flowers—the uplifting hues of the blooms amplifying the mood. Playful moments alternate with more sentimental ones in this dream-like meadow, with the soft light of the sunrise heralding the dawn of a new year. 

The collection, launching on December 27, will be available in select Gucci stores around the world and showcased in dedicated window displays and Pop-Ups inspired by the spray-paint rabbit print from the collection.

Bureau Veritas, an accredited third party, monitored the entire campaign shoot to ensure that the animals were properly cared for and kept safe. Bureau Veritas verified that no animals were harmed.

Art Director & Photographer | Max Siedentopf
DOP | Mathieu Plainfossé Afc
Models | Emma Pei, Ruiqi Jiang
Stylist | Emma Alix Wyman
Hair | Ryan Mitchell
Makeup | Daniel Sallstrom
Manicurist | Anatole Rainey
Casting Director | Marianna Rizzi
Movement Director | Eric Christison
Set Designer | Emma Roach
Production | MAI Productions
Master of Light and Sound | Henry Gorse
2nd Photo Assistant | EdCaf
Photo Assistant | Matteo Cefaloni 
Digi Tech | Alberto Malorgio
Animation | Chris Ullens, Bill Porter
Editor | Felix Young
Grade | Dante Pasquinelli
Music Credits | “White Rabbit”
Lyrics and Music | Grace Wing Slick
Publisher | Copperpenny Music
Publisher for Italy | Universal Music Publishing Ricordi Srl
Recording courtesy of Baltic House Orchestra