Bottega Veneta Lights Up Chinese New Year with a Celebration of the Birthplace of Fireworks
For Chinese New Year 2025, Bottega Veneta turns to the origins of fireworks with a campaign set against the backdrop of Liuyang, Hunan Province—the historic birthplace of pyrotechnics.
Fronting the campaign are brand ambassadors Yo Yang and Shu Qi, joined by acclaimed actor Fan Wei, a staple of Chinese cinema celebrated for his eclectic roles across film, theatre, and television. The visuals and film are brought to life by Wing Shya, whose work with Wong Kar Wai on In the Mood for Love and 2046 cemented his status as a key figure in contemporary cinematic imagery.
The campaign captures a vibrant nightscape, where characters weave through city streets, sit down for festive dinners, and gather to witness an electric fireworks display over the waterfront. A remix of Stefanie Sun’s early-2000s hit Green Light by Belgian artist Le Motel underscores the energy, blending nostalgia with a modern pulse. Neon lights, reflective textures, and the glow of streaming car headlights amplify the sense of celebration, culminating in the pyrotechnic spectacle Liuyang is known for.
Liuyang’s fireworks heritage dates back to the Tang Dynasty, when artisans first experimented with bamboo firecrackers, sparking a tradition that grew into a global art form. By the 13th century, Marco Polo is said to have introduced fireworks to Europe, planting the seeds for Italy’s mastery of elaborate displays during the Renaissance. This campaign ties those threads together, nodding to both Liuyang’s pyrotechnic legacy and Bottega Veneta’s Venetian roots in craft and innovation.
Featured in the campaign are standout pieces from Bottega Veneta’s latest collection and a capsule created to mark the Year of the Snake. Highlights include the Tosca bag, reimagined with a snake-shaped handle, and another iteration with a jade stone closure, an emblem of good fortune and refinement.
Bottega Veneta’s tribute to Chinese New Year fuses culture, craftsmanship, and celebration, offering a striking visual ode to the shared artistry of fireworks and fashion.
