10 January 2025 |
Lunar New Year campaigns galore from the likes of Loewe, Bottega Veneta, Gucci, and more.
At what point is it no longer appropriate to say Happy New Year? Ten days in you’d think that might be the case but not quite so fast. The Lunar New Year starts on January 29th as we say goodbye to the majestic dragon and welcome the cunning snake. And for brands, it’s a chance to tap into one of the big customs surrounding the holiday — wearing newly purchased clothes and accessories. From Loewe’s ode to traditional cloisonné to Bottega Veneta’s nod to the history of fireworks to Balenciaga’s voice overs that speak to tradition, it’s been a week full of celebratory campaigns that highlight festive pieces made for ushering in good fortune. And speaking of new clothes, the spring 2025 ads are slowly trickling in as well with the likes of Prada’s latest starring Carey Mulligan — a sign we’re going to see plenty more in the upcoming weeks.
Read on to learn more and catch up on what else you might have missed.
Chanel Adds to Their Coco Crush Collection
Inspired by Gabrielle Chanel’s discovery of quilted patterns in 1906, Coco Crush transforms this iconic motif into a dazzling jewelry collection. Rendered in 18-karat beige gold, a Chanel signature hue, and pavé diamonds, each piece merges strength and femininity with Chanel craftsmanship. The latest addition to the collection arrives in stores this month and consists of a new pavé setting with ruby accents, inviting wearers to spell out C.O.C.O. with playful combinations of bracelets, necklaces, and earrings. To best illustrate the styles, what better than a campaign starring brand ambassador Jennie as well as models Mona Tougaard and Amelia Gray Hamlin? The delicate designs stack beautifully and highlight the everyday appeal of Coco Crush.
Gucci’s Lunar New Year Campaign Highlights Togetherness
In honor of the Lunar New Year, Gucci dropped a new campaign featuring Global Brand Ambassadors Ni Ni and Xiao Zhan. Creative Director Sabato De Sarno captures a heartwarming moment of family and togetherness, celebrating the transformative symbolism of the snake. Iconic motifs can be seen in a curated selection of accessories and ready-to-wear pieces, with the serpent gliding through Gucci Rosso Ancora palettes and intricate silk Flora scarves. From reimagined Horsebit loafers to the Gucci Blondie bag, the collection merges heritage with modernity, offering celebratory pieces to welcome in good fortune.
Prada’s Character Act
What does it mean to Act like Prada? Carey Mulligan shows us in the brand’s latest campaign, celebrating the fluidity of identity and the power of fashion. Captured by Steven Meisel, Mulligan embodies a number of personas, each reflecting a different facet of Prada’s evolving philosophy. Through striking portraits, she channels alternate realities, showing how fashion can redefine perception and reinvention.
Loewe Highlights Chinese Cloisonné For the Year of the Snake
This Lunar New Year, Loewe is celebrating the ancient art of Chinese cloisonné with a gorgeous collection and short film: Spring Awakening: Dance of the Snake. Inspired by vibrant cloisonné enamelwork, the collection features intricate details across iconic bags, snake-shaped clutches, and ready-to-wear pieces. Alongside collaborations with Master Xiong Songtao, who brings exquisite cloisonné accessories to life, the accompanying film, starring dancer Xie Xin, blends contemporary dance with traditional crafts like kite-making and shadow puppetry, offering a heartwarming tale of unity and renewal for this New Year.
Saint Laurent Opens in Miami
Miami’s Design District is the place to be and the latest setting up shop is Saint Laurent. The gorgeous two-story boutique designed by Anthony Vaccarello features a corduroy and washed concrete façade along with raw and refined elements from terrazzo floors to custom marble displays. Vintage furniture by iconic designers like Pierre Jeanneret and Charles & Ray Eames complements curated artworks, while rooftop VIP rooms provide a serene escape. Offering the full Saint Laurent collection, this destination at 149 NE 40th Street brings something new to luxury shopping to the Magic City.
COS Celebrates the Year of the Snake
Another brand celebrating the Lunar New Year is COS with a festive collection of ready-to-wear and accessories as well as an accompanying campaign focused on new energy and good fortune. Four repurposed bag charms are a highlight, combining modern design with traditional knot motifs and feature hand-made decorations that slightly differ from one to the next for a true individual accessory. Where to hang these trinkets? Consider the accompanying mini pouches, made in leather or suede. Being that the Lunar New Year is technically the kickoff to spring, there’s also a capsule collection of clothes in happy colors. Key styles pieces include cozy knits as well as tailoring. Find it online this month.
Bottega Veneta’s Dazzling Ode to 2025
To ring in the Lunar New Year, it’s tradition to set off firecrackers and fireworks as a way to deter evil spirits and bring in good fortune. For Bottega Veneta that served as the perfect inspiration for their Year of the Snake campaign. The brand organized a pyrotechnic display in Liuyang, Hunan Province, where fireworks were first invented. Featuring ambassadors Yo Yang and Shu Qi, along with actor Fan Wei, the images and video were shot by Wing Shiya, known for his work with Wong Kar Wai. Centered around festivities, the trio highlight ready-to-wear looks from the newest collection as well as pieces from the Chinese New Year capsule collection. As a nod to this year’s animal, the collection includes a Tosca bag featuring a snake-like handle while another bag includes jade, which is a symbol of purity, elegance, and good fortune.
Balenciaga’s Year of the Snake Reflections
During the Lunar New Year, traditions and superstitions abound, all with the sole purpose of welcoming in good fortune and ushering out the bad luck. With that in mind Balenciaga released a series with videos and still imagery directed by Lucca Lutzky. The clips and images feature actress Zhang Xiaofei, actress and singer Yang Chaouye, and model Bing Bing Liu clad in the New Year series as well as pieces from the spring 2025 collection. Filmed in quaint settings of people’s homes, the cast share stories on the importance of tradition as well as reflections on the coming year. As for the clothes from the Lunar New Year capsule you’ll find hooded denim and flannel jackets, leather taxi jackets, hoodies, t-shirts, sweatpants, and more. Each piece is finished with a unique New Year Balenciaga logo. The New Year series will be available in certain Balenciaga stores worldwide and online.
There’s a Louis Vuitton x Takashi Murakami Pop-Up in Soho
Can’t get enough of the new collab? Louis Vuitton is marking the return of their iconic collaboration with Takashi Murakami with a fun Soho pop-up located around the corner from their store on Prince Street. Inspired by Tokyo’s modular hotels, the space features bold areas showcasing the re-edition collection, an archival exhibition, and even a café serving delicious panda-shaped pastries. Visitors can enjoy remastered Superflat films by Murakami, browse reimagined classics like the Monogram Multicolore, and restore original pieces at the in-house care station. Open through January, this pop-up is a fun celebration of art, fashion, and nostalgia.
J.Crew and Araks’s Full Circle Collaboration
After successful collaborations with the likes of Maryam Nassir Zadeh and Christopher John Rogers, J.Crew announced another with the likes of Araks. The intimates brand founded by designer Araks Yeramyan, is beloved for their minimal pieces in an array of hues and this capsule collection doesn’t disappoint. Featuring her signature bras and underwear along with slips and sleep wear in shades of blue, red, and orange, it’s cozy and perfect for staying on a chilly winter evening. And for Yeramyan, it’s also a homecoming of sorts — she once worked for J.Crew on their design team — making this a full circle moment. Shop it here.
