Gucci is celebrating the Chinese New Year with a new campaign featuring global brand ambassadors Ni Ni and Xiao Zhan, paying tribute to family, tradition and renewal, of which the year of the Snake is the symbol.

The campaign was conceived by Gucci’s creative director Sabato De Sarno, and captures a moment of great significance shared by two families. “The Year of Snake is just approaching, and the serpent is a deep-rooted motif of Gucci’s. The product selection for Chinese New Year 2025 is adorable, combining the elegant shape of a snake with agility. The reunion story in the campaign in which I feature, once again conveys warm, memorable festive wishes,” said Ni Ni.

“With its Gucci aesthetic, [the campaign] represents a party spirit in contemporary fashion,” said Xiao Zhan, adding that “as global brand ambassador of the House, I am pleased to participate in the shooting of a Chinese New Year campaign one more time. It communicates to everyone the joy of getting together at such a special moment.”

To mark the occasion, Gucci has picked a curated selection of items inspired by the sinuous elegance of the snake, a motif that is deeply rooted in its tradition. A symbol of transformation, renewal and timeless seduction, the serpent is the key element of the selection, combining codes from the Gucci archives with contemporary creativity.