Kenzo Lunar New Year 2025 Ad Campaign

Kenzo

Lunar New Year 2025 Ad Campaign

Review of Kenzo Lunar New Year 2025 Ad Campaign by Creative Director Nigo, Art Director Paul Garnier, Director Thibault Della Gaspera, and Photographer Marco Lessi with model Hedi Ben Tekaya

Kenzo welcomes the Year of the Snake with its Lunar New Year 2025 campaign, created in collaboration with art director Paul Garnier, director Thibault Della Gaspera, and photographer Marco Lessi.

While much of creative director Nigo’s inspiration for his Kenzo campaigns are drawn from a cultural intersection of French chic, Japanese heritage, and American streetwear, Japan is actually one of the few East Asian countries where Lunar New Year is not widely celebrated. The brand is thus unfortunately unable to draw on what has been such a rich source of creativity for its previous campaigns, and the imagery of models dressed in red, black, and white posing before a red wall ends up getting a bit lost in a sea of similar capsule lookbook campaigns.

Despite that challenge, there are still many ways to fuse a bit more creativity and emotion into a campaign that seeks to celebrate the excitement and transformation of the new year. While the campaign does serve as a solid visual showcase for the collection, it doesn’t reach the same heights of cross-cultural cool that we have come to expect from Kenzo.

Kenzo Creative Director | Nigo
Art Director | Paul Garnier
Director | Thibault Della Gaspera
Photographer | Marco Lessi
Model | Hedi Ben Tekaya
Hair | Hiro Furukawa
Makeup | Tiziana Raimondo


Senior Fashion Writer | The Impression