Get In The Lunar New Year Mood With These Luxury Brands - Men's Folio Malaysia

Get In The Lunar New Year Mood With These Luxury Brands

Here’s how luxury brands usher in the Lunar New Year.

While festive seasons only stay particularly extended for countries that celebrate the New Year on both the Gregorian and lunar calendar, luxury houses have long marked both occasions as a reason to reinvigorate the brand with prosperous joy and cheer. 2025, which is the Year of the Snake on the lunar calendar, has thus ushered in an eclectic collection of serpentine-inspired campaigns or limited edition releases, some fronted by some of the world’s most celebrated Asian faces — scroll for the full compilation.

Gucci

Tapping on Global Brand Ambassadors Xiao Zhan and Ni Ni, Sabato de Sarno pays tribute to family, tradition, and the symbolic renewal of the snake — drawing back to the serpent, a motif deeply rooted in the house’s heritage. An elegant fluidity can be observed across the curation of pieces, Gucci Rosso Ancora making bold appearances alongside pink and blue across the intricate threads of silk Flora scarves, while the snake zips through the distinctive GG Monogram on accessories and ready to wear ensembles, making festive the house’s mystique. Pieces highlighted include the Gucci Re-Web sneakers — crafted in beige and ebony Original GG canvas with snake details — and the Gucci Blondie bag.

Bottega Veneta

Bottega Veneta puts on a pyrotechnic display for Lunar New Year 2025 with a campaign shot on location at Liuyang, Hunan Province — the historic birthplace of fireworks. This significant choice is a reflection of Bottega Veneta’s own Venetian roots and its own foundational commitment to innovative craft, celebrating to the remarkable handcraft heritage of the hallmark image of celebrations, as well as the firework connection between China and Italy — when Venetian explorer Marco Polo first brought fireworks from China to Venice. Wing Shya, renowned for his collaborations with Wong Kar Wai as photographer and graphic designer on Happy TogetherIn the Mood for LoveEros and 2046, shot the breathtaking campaign featuring Ambassadors Yo Yang and Shu Qi, as well as beloved Chinese actor Fan Wei. They wear key pieces from the most recent ready-to-wear collection, as well as exclusives from the Lunar New Year capsule.

Fendi

For its Lunar New Year 2025 capsule, Fendi playfully reinterprets and expands on its FENDI Eyes motif — first introduced to the design vocabulary of the house during its Spring Summer 2014 season — and decorates some of its most coveted pieces for both men and women. Borrowing the glimmer from the bright eyes of Brand Ambassador Xu Kai and Friend of the House Cheng Xiao, the assortment of Peekaboo and Baguette bags welcome the lively energy of new beginnings while cheekily highlighting the craftsmanship that continues to anchor the house’s fun endeavours for the festive season.

Balenciaga

Balenciaga calls upon actress Zhang Xiaofei, actress and singer Yang Chaoyue, and model Bing Bing Liu to star in the campaign for the Lunar New Year; all dressed in pieces from the Spring 25 collection. The ready-to-wear styles include hooded denim and flannel jackets, a leather taxi jacket, sweatpants and T-shirts, all adorned with the New Year series motif: a patched monogram Balenciaga logo with a washed, frayed finish. Presented as a series of videos directed by Lucca Lutzky, the stars recall moments and memories associated with the New Years, each contributing a fragment of nostalgia to the brand’s celebrations.

Emporio Armani

Emporio Armani is celebrating the Lunar New Year in 2025 with abstract and artistic imagery of the snake, the special collection of festive apparel and accessories not just auspicious in colour, but is also vivacious and bold in spirit. Global Ambassador Jackson Yee, as well as Zeng Shunxi and Zhou Yutong — both Greater China and Asia-Pacific watches, jewellery and eyewear ambassadors — front the campaign, donning a sporty and youthful collection of jackets, T-shirts, jersey tops and knits, as well as limited edition Emporio Armani 2025 Chinese New Year dedicated chronograph watches, and snake-shaped jewellery.

Dior Men

Since Kim Jones took the helm, Dior Men has been paying homage to the zodiac each year with an exclusive collection and this year is no exception. The creative director of Dior Men has tapped American artist KAWS to curate a serpent-inspired capsule collection in celebration of the Year of the Snake. A follow-up to the Dior Summer 2019 show, the Lunar New Year collection continues the creative dialogue between Dior Men and KAWS. Infused with the joyful and vibrant energy of KAWS, alongside the iconic Dior codes, the collection includes Dior oblique shirt, quilted shirts embellished with cannage graphics, rider 2.0 bags and B33s, all decorated with stylised Dior logo inspired by the serpent.

Maison Valentino

Leave it to Alessandro Michele, the master of maximalism, to deliver the campaign of the moment. To up the ante, the creative director of Maison Valentino has enlisted award-winning actress and Zhen Huan of Empresses in the Palace Sun Li, along with the “Queen of C-Pop” Jolin Tsai, to front its latest Lunar New Year campaign. Through the lens of photographer Fish Zhang, the geek chic and femme fatale allure of the Valentino Avant Les Débuts collection comes through clearly in a series of striking images.

Bvlgari

There is no brand that understands serpent like Bvlgari. Since its introduction in 1948, the Serpenti has been a staple in the universe of Bvlgari. Whenever the name Bvlgari is mentioned, the Serpenti easily comes to mind. In celebration of the Year of the Wood Snake, the Italian jeweller has reimagined the icon with the introduction of new 2025 Serpenti collections, including Serpenti Tubogas jewellery and Serpenti Viper jewellery.

Tommy Hilfiger

There is nothing like a visually-pleasing campaign to ring in the New Year. Celebrating the Lunar New Year with the charm of a global superstar, Tommy Hilfiger has unveiled a campaign featuring its brand ambassador and Newtopia actress Jisoo. Dressed in a head-to-toe preppy ensemble from Tommy Hilfiger, including Henley Fit & Flare Dress and Reversible Quilted Bomber Jacket, the campaign captures the founder of BLISSOO having a great time at a Tommy Hilfiger arcade.

Once you are done with this story, click here to catch up with our December/January 2025 issue.