Gucci

Lunar New Year 2025 Ad Campaign

Review of Gucci Lunar New Year 2025 Ad Campaign by Creative Director Sabato De Sarno and Art Director Riccardo Zanola with models Ni Ni and Xiao Zhan

Gucci celebrates connection and transformation in the Year of the Snake with the campaign for its Lunar New Year 2025 collection. The house’s creative director Sabato De Sarno continues to team with art director Riccardo Zanola.

The warm short film follows actor house ambassador Xiao Zhan as he returns home to celebrate the New Year, connecting with family through festive traditions. The narrative pivots to take on a more symbolic quality as he looks through a window, seeing fellow actor and house ambassador Ni Ni as she similarly celebrates the holiday. Though the two are separate in space, they share a connection through the emblem of the snake, symbolizing transformation.

The accompanying series of photos offer a more direct look at the Lunar New Year capsule, which features new motifs inspired by the sinuous form of the snake applied to brand icons like the GG monogram, the Horsebit loafers, the Jackie bag, and more.

Simple and sweet, the campaign plays to the marketing strategy of speaking to the increasingly essential Chinese market while tapping into a heartfelt reflection on the meaning of the holiday.

Gucci Creative Director | Sabato De Sarno
Art Director | Riccardo Zanola
Models | Ni Ni and Xiao Zhan

Mackenzie Richard
Editorial Director | The Impression
Mackenzie Richard, our Editorial Director, embarked on her career with a primary focus on art industry marketing, representing renowned artists including Sol LeWitt and Jean-Michel Basquiat. Over time, her path led her into the roles of an art director and editor, where she now oversees The Impression's editorial and art teams. Leveraging her distinctive background in art and literature, Mackenzie provides critical insights into creative, design, and brand strategy while extensively covering runways globally.
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