The Year of the Snake has arrived, and with it comes a wave of innovative Lunar New Year campaigns from high-fashion giants to your cult-favorite beauty brands. This year’s offerings don’t just nod to tradition—they reinvent it. Bold serpent motifs, auspicious red hues, and reimagined heritage elements, set the scene for campaigns that are as visually stunning as they are culturally resonant.
Whether it’s Ralph Lauren’s modern take on the tang suit or Byredo’s poetic tribute to homecoming, these collections strike a perfect balance between reverence and reinvention. Step into the spotlight with us as we explore the standout moments shaping the industry this Lunar New Year.
YOU MAY ALSO LIKE: Valentine’s Day Sorted: Luxe Picks for the Men in Your Life
FASHION
RALPH LAUREN
Ralph Lauren’s 2025 Lunar New Year campaign crafts a sleek homage to the Year of the Snake, blending cultural tradition with the brand’s unmistakable finesse. A corduroy tang suit-style shirt, finished with intricate Chinese knot buttons, channels heritage through a modern lens, while the ever-charming Polo Bear returns in celebratory attire that’s equal parts whimsy and elegance. The collection strikes a deliberate balance—rooted in tradition yet undeniably forward-thinking, all with Ralph Lauren’s signature touch.
BURBERRY
Burberry steps into the Year of the Snake with a bold red-hued capsule collection this Lunar New Year, symbolizing luck and prosperity. The collection reimagines the classic Burberry Check with a seasonal twist and introduces a striking B snake motif across outerwear, trench dresses, and jersey separates. In collaboration with Chinese artist Qian Lihuai, the campaign features nine handwoven bamboo sculptures that explore themes of love and unity, spotlighted alongside brand ambassador Zhang Jingyi. It’s a celebration that merges heritage with contemporary craftsmanship, reinforcing Burberry’s dedication to cultural storytelling.
SELF-PORTRAIT
Self-Portrait‘s 2025 Lunar New Year campaign, “Acts Behind the Silver Screen,” draws inspiration from the golden age of Hong Kong television, starring icons like Carina Lau and Bowie Wu Fung. Shot by Feng Li, it unfolds over a celebratory meal at Yat Lok restaurant and a luxe scene at Island Shangri-La, blending nostalgia with modern sophistication. The collection reimagines tradition with bold red dresses, crystal-adorned cheongsam-inspired pieces, and standout accessories like the Bow Bag in silver and gold. It’s festive fashion with a cinematic twist, designed to make every moment feel like a scene-stealing debut.
GUCCI
Gucci slithered its way into the Year of the Snake with a Lunar New Year collection that intertwines familial bonds and the brand’s iconic serpent motif. Global ambassadors Ni Ni and Xiao Zhan star in intimate vignettes that capture the essence of reunion and renewal, set against a serene, cinematic backdrop. The collection fuses vibrant hues with archival Flora patterns, reimagined with contemporary flair, while the serpent motif ties past and present together. By focusing on connection and emotional resonance, the campaign elevates the season’s traditional symbols, moving beyond the typical festive consumerism.
MAX MARA
Max Mara‘s campaign embraces the Lunar New Year with a refined collection steeped in elegance and symbolic detail. The iconic 101801 coat is reimagined in a vibrant red hue, featuring a silk twill lining adorned with striking floral embroidery—a nod to the snake’s grace and beauty. Complementing this, the Teddy Bear Icon Coat is presented in an elegant short version, both pieces embodying themes of joy and prosperity. The collection effortlessly combines Max Mara’s timeless sophistication with the rich symbolism of the Chinese zodiac, delivering a fresh yet respectful take on festive fashion.
MIU MIU
Miu Miu‘s 2025 Lunar New Year campaign, “The Encounter,” directed by Shujun Wei, unfolds in a whimsical Beijing tea house where brand ambassadors Liu Haocun and Zhao Jinmai dance through a dreamscape, embodying the Year of the Snake’s spirit. The collection features oversized sweaters, jewel-encrusted denim, and exclusive iterations of the Penny, Wander, and Arcadie bags, all styled with signature ballerinas and loafers. By blending traditional Chinese elements with Miu Miu’s avant-garde flair, this campaign offers a fresh perspective on Lunar New Year celebrations.
TORY BURCH
Tory Burch celebrates the Year of the Snake with a captivating blend of tradition and modern elegance. Fronted by model Xiao Wen Ju, the collection features intricate snake motifs woven into iconic pieces like crystal-adorned Eleanor bags, satin totes, and embellished wool cardigans, all in auspicious red tones symbolizing luck and prosperity. Jewelry pieces, including serpent-inspired rings and pendants, add a touch of wisdom and transformation to the line. This campaign beautifully fuses cultural symbolism with Tory Burch’s signature feminine style, embodying renewal and optimism for the year ahead.
BOTTEGA VENETA
Bottega Veneta’s 2025 Lunar New Year campaign ignites a bold celebration of heritage and innovation in Liuyang, the birthplace of fireworks. Directed by Wing Shya, the film stars Yo Yang, Shu Qi, and Fan Wei, weaving their stories into a vibrant display of neon lights, car beams, and a breathtaking fireworks finale that symbolizes connection and reunion. The Year of the Snake capsule collection features standout pieces like snake-handled Tosca bags, jade-accented closures, and sleek Orbit sneakers, blending cultural symbols with modern sophistication. By spotlighting the birthplace of fireworks and merging cinematic storytelling with cutting-edge design, Bottega Veneta elevated the Lunar New Year campaign to an art form, reimagining tradition through modern luxury.
ALEXANDER MCQUEEN
Alexander McQueen‘s 2025 Lunar New Year campaign, “A Sense of Belonging,” unfolds in a poetic urban narrative, capturing the beauty of connection and quiet reflection within a bustling metropolis. Featuring actor Zhang Youhao and an ensemble cast, the campaign juxtaposes movement and stillness, turning rain-soaked streets and illuminated skylines into a canvas for transformation and memory. Showcasing McQueen’s Spring/Summer 2025 Pre-collection, highlights include the sleek T-bar Sling bag and Flexion sneakers in rich seasonal hues, blending tradition with modern edge. The campaign’s evocative storytelling and urban aesthetic redefine Lunar New Year celebrations with innovation and emotional depth.
MONCLER
Moncler ignites the Year of the Snake with a Lunar New Year campaign that’s as striking as it is meaningful. Starring Chinese actress Lu Yuxiao against the vivid backdrop of a traditional red Chinese knot, the visuals are steeped in prosperity and elegance. The collection commands attention with sinuous, snake-inspired quilting, intricate knot motifs, and a rich Five-Color palette brought to life on luxe fabrics like nylon laqué and technical denim. Standout pieces, including the Xiaohai Snake-Quilted Denim Down Jacket, transform festive tradition into wearable art.
BEAUTY
BYREDO
Byredo’s 2025 Lunar New Year campaign, Coming Home, is a poetic tribute to tradition, family, and renewal, brought to life through Chinese artist Wei Yijuan’s lens. Set in the tranquil Dongping mountains, the campaign captures moments of familial warmth and celebration, blending rich storytelling with stunning visuals by photographer Annie Lai. The collection features limited-edition designs inspired by nature and harmony, adorning signature Byredo fragrances like Blanche and Rose of No Man’s Land, alongside home goods like the Tree House Candle. Through this campaign, Byredo masterfully intertwines art, scent, and heritage, celebrating the universal beauty of homecoming.
GIVENCHY
Givenchy’s 2025 Lunar New Year campaign is pure magic, blending modern elegance with traditional symbolism in a way that feels both fresh and deeply meaningful. Celebrating the Year of the Snake, the collection features luxurious red-and-gold packaging inspired by Hubert de Givenchy’s first Rouge Couture, with a sleek, vinyl-like finish that practically begs to be displayed. The collection’s centerpiece products are the Prisme Libre Loose Powder in Mousseline Pastel, for a luminous matte glow, and the Le Rouge Lipstick in Orange Absolu, delivering bold, lasting color. It’s the perfect way to ring in the New Year with style and intention.
GUERLAIN
Guerlain’s 2025 Lunar New Year campaign roars into the Year of the Snake with unparalleled elegance and creativity. At its heart is the limited-edition “Rouge Bonheur” fragrance, housed in the iconic Bee Bottle adorned with a golden Swarovski-studded snake by L’Atelier Truscelli, symbolizing wisdom and prosperity. The Rouge G lipstick, dressed in red and gold snake-scale-inspired packaging, features a stunning two-toned red marble shade that radiates festive sophistication. This campaign is a masterpiece—every detail feels deliberate, dripping with meaning and artistry, turning tradition into something utterly captivating and impossible to ignore.
TOWER28
Anchored by the launch of “Red Bean Mochi,” a luscious new LipSoftie shade inspired by traditional Lunar New Year treats, Tower 28’s Lunar New Year campaign goes beyond the product. Immersive activations like a Lucky Money tree at Mochidoki in NYC and a vibrant event at Sephora Santa Monica bring community, food, and beauty together in unexpected ways. By weaving tradition with modern self-expression, Tower28 redefines how a beauty brand celebrates culture—bold, inclusive, and unapologetically fun.
MALIN+GOETZ
Malin+Goetz’s 2025 Lunar New Year campaign marks the Year of the Snake with a limited-edition Bergamot Hand+Body Wash, dressed in bold red packaging with white narcissus accents—symbols of renewal and prosperity. The citrusy bergamot scent nods to the holiday’s association with good fortune, while the formula’s gentle, hydrating ingredients cater to everyday skincare. It’s not just a product—it’s a statement, redefining how beauty brands honor cultural traditions with style, substance, and authenticity.
