Ahead of the Lunar New Year, fashion brands from around the world are unveiling exclusive collections and campaigns that celebrate the rich cultural traditions and symbolism of this festive season. This year, Maisons are embracing the Year of the Snake, along with themes of renewal, family, and hope.

Prada’s “We, The Snake” campaign for the 2025 Lunar New Year offers a symbolic and metaphorical vision that weaves together themes of belonging and transformation. Featuring an eclectic cast of ambassadors, including Jia Ling, Li Xian, Ma Long, and Ma Yili, the campaign showcases human silhouettes linked together like a snake, embracing interconnectedness.

Similarly, Alexander McQueen’s Lunar New Year campaign is set against a backdrop of a sprawling cityscape. Led by Chinese actor Zhang Youhao, the campaign tells the story of new beginnings, as the characters leave behind the past and look toward a hopeful future on the eve of the Lunar New Year, navigating the streets to catch the rising sun — a symbol of renewal that comes with the new year. Other brands such as Bottega Veneta, Loewe, and Gucci have also launched celebratory campaigns, with the addition of exclusive Lunar New Year capsule collections. Whether through limited-edition accessories, ready-to-wear pieces, or bespoke artworks, these collections creatively incorporate serpentine embroideries and rich reds to honour the Year of the Snake.

Dior X Kaws Collaboration

This New Year, Dior unveiled a captivating new collaboration between artistic director Kim Jones and renowned New York artist Kaws, which hit boutiques on 2 January. The collection — which builds on their partnership from Dior’s Spring/Summer 2019 show — blends Dior’s classic codes with Kaws’ pop-inspired aesthetic with this iteration incorporating a dynamic snake motif. The graffiti-style snake playfully forms the Dior lettering and “CD” initials on neon-hued jackets and sporty tracksuits. Dior’s B35 NXXT sneakers and bags from the Rider 2.0 line are reimagined in bold colours of bright orange and highlighter yellow.

Ralph Lauren

Ralph Lauren is ushering in the Year of the Snake with a special collection of Lunar New Year essentials, celebrating the occasion with a festive twist on the brand’s timeless silhouettes. The capsule includes standout pieces like the Polo Ralph Lauren Corduroy Shirt, and a tang suit-style shirt made from fine-wale corduroy and fastened with Chinese knot buttons. The collection also showcases re-interpretations of the popular Polo Bear Sweatshirt, featuring a festive Polo Bear graphic suited up in a red outfit, gold-embellished slippers, and clutching a red packet. Lastly, the Lunar New Year Crest Blazer is a sleekly tailored jacket, adorned with a bullion-embroidered crest that pays homage to the holiday’s traditions.

Loewe

Loewe continues its annual tradition of honouring Chinese craftsmanship with a special capsule collection for the Lunar New Year, this year drawing inspiration from the ancient art of Chinese cloisonné (a technique of creating intricate patterns on metal objects using metal wires and coloured glass paste). To bring this art form to life, Loewe has collaborated with Xiong Songtao — a Master of Chinese Arts and Crafts and third-generation enameller — to create the collection’s jewellery and hardware finishes. Loewe’s Nest bag is adorned with a snake head and lotus details, while a range of necklaces feature cloisonné pendants in auspicious images of snakes, monkeys, and clouds. Its ready-to-wear collection includes special edition bags inspired by the cloisonné technique, like cloud-shaped clutches, coiled snake keychains, and animated versions of the Puzzle Bag and Pebble Bucket.

Miu Miu

Miu Miu celebrates Lunar New Year with The Encounter (如期而遇), a whimsical short film directed by the renowned filmmaker Shujun Wei. Starring Miu Miu ambassadors — Liu Haocun and Zhao Jinmai — the pair embark on a fantastical adventure into a dreamlike world, all while paying tribute to the Year of the Snake. The accompanying collection mirrors the joyful and optimistic spirit of the film, offering a playful yet refined take on celebratory fashion. Preppy tweeds and jewel-encrusted denim are paired with the brand’s signature footwear: ballet flats, kitten heels, and exclusive sneakers from the New Balance X Miu Miu collection. The release also features a fun nod to the occasion with crochet-knit serpent charms and personalised Chinese knots at select stores.

Bottega Veneta

For the Lunar New Year, Bottega Veneta unveils a stunning campaign set in Liuyang, Hunan, the birthplace of fireworks, symbolising a blend of cultural heritage and artistic craftsmanship. The campaign — captured by the acclaimed Wing Shya — features ambassadors Yo Yang and Shu Qi alongside actor Fan Wei, who wear pieces from the latest ready-to-wear collection as well as exclusive Lunar New Year designs. The collection is marked by signature leatherwork elevated with snake-inspired details in shades of deep red and earthy tones. Snake-tongued zippers and subtle serpent-like buckles are fitted onto the House’s most popular bags. The ready-to-wear collection highlights intricately woven dresses speckled with red and black sequins, offering a luxurious interpretation of the new year.

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Loro Piana

Loro Piana marks the Year of the Snake with a refined Lunar New Year Capsule that reimagines several of the brand’s iconic pieces, paying tribute to the symbol of wisdom. At the heart of the collection is the Bomber jacket, first introduced in 2003 and a staple of the brand’s sailing-inspired aesthetic. This season, the Bomber is reinterpreted in seven distinct versions, including a luxurious merino shearling version, a sophisticated Silk Wool Cash Bomber for women, and a New Year knit version with suede leather inserts. Other pieces featured in the collection are baseball caps and silk accessories embellished with regal snakes and Loro Piana’s signature fiore di cardo thistle motif, symbolising strength and resilience.

Gucci

To celebrate Lunar New Year, Gucci has released a new campaign and collection featuring Global brand ambassadors Ni Ni and Xiao Zhan. The campaign is rooted in family and tradition, capturing intimate moments as two families come together to partake in the joyous rituals of the festive season. For the collection, Gucci spotlights its snake motif, a longstanding symbol within the House’s heritage. The serpent is prominently featured across a range of ready-to-wear pieces and accessories, available in shades of red, blue, and beige. Fluid, snake-like patterns are stripped across bomber jackets and mini-dresses. Meanwhile, snake detailing can also be seen on Gucci’s Re-Web sneakers and GG monogrammed bags.

Burberry

Burberry rings in the auspicious new year with a striking new campaign, starring actress and brand ambassador Zhang Jingyi, who also fronts the capsule collection. Shot by photographer Walter Pfeiffer, the campaign also highlights serpentine handwoven bamboo art sculptures created by acclaimed Chinese artist Qian Lihuai. The capsule collection blends traditional Burberry styles with the festive season, offering a range of versatile apparel including outerwear, a trench dress, and jersey separates. A seasonal version of the iconic Burberry Check is introduced in red, to represent luck and prosperity. Additionally, a rounded B snake motif adorns oversized cashmere scarves, sweaters and sporty Bubble Sneakers.

Fendi

Fendi’s Lunar New Year capsule collection also marks the House’s centenary. In honour of this momentous occasion, Fendi has launched the Fendi Eyes capsule collection — a playful reimagining of their “monster eye” motif, which was first introduced in the Spring/Summer 2014 collection. The capsule brings a fresh, festive energy to some of the brand’s most sought-after pieces, including the Mini Peekaboo and Baguette bags, which are now adorned with vibrant “Fendi Eyes” in colours of black, pink, and yellow. Men’s pieces include the Peekaboo ISeeU Small and Baguette Soft Trunk bags crafted from black Cuoio Romano leather, as well as accessories like the Fendi Strike Mini backpack. In addition to the playful eye motifs, the collection revisits Fendi’s orchid print, which originally debuted in the Spring/Summer 2015 collection, adding a floral touch to select womenswear pieces.

Giorgio Armani

Going for a pared down approach, Giorgio Armani‘s New Year capsule collection combines classic elegance with the festive charm of the season, featuring global brand ambassador Hu Ge. Inspired by the snake’s symbolism of wisdom, agility, and grace, Giorgio Armani incorporates delicate embroidery and refined graphic designs onto an array of crew necks, outerwear, and shirts, for an understated nod to the Lunar New Year.

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Chloé

Chloé‘s interpretation of Lunar New Year features bold updates to its bohemian-style silhouettes, with coiling serpent designs reminiscent of a snake-embroidered dress designed by the late Karl Lagerfeld. The collection pays homage to Chloé’s heritage — minimalist baby tees feature a snake illustration first designed by Lagerfeld for Chloé’s Spring/Summer 1969 collection; charms and brass jewellery are reimagined as circular serpents; and its popular Bracelet Hobo Bag and Camera Bag are introduced in red and black colourways.

Roger Vivier

Roger Vivier‘s limited-edition 2025 Lunar New Year Collection showcases the colour red, with striking versions of their signature shoes. Brand ambassador Allen Ren stars in the accompanying campaign, sporting limited-edition gold and red Viv’ on the Run sneakers. Designed by creative director Gherardo Felloni in Paris, the collection also includes patent red Très Vivier babies, featuring a lacquered daisy buckle, ideal for both casual and formal occasions.

Max Mara

Max Mara puts forth a sophisticated take on its Lunar New Year collection. Each piece in this exclusive lineup is thoughtfully designed to embody an element of the fashion industry’s latest trend — quiet luxury — while adding a contemporary twist to the House’s signature pieces. The collection is anchored in lavish outerwear, featuring bold red versions of signature styles like the Teddy Bear Icon coat and the 101810 Icon Coat. The latter is further elevated with a custom silk twill lining and intricate floral embroidery on the back. Its more simple offerings of sweaters and T-shirts are adorned with delicate floral prints, with the letter “M” re-envisioned in embroidered forms.

Acne Studios

Acne Studios’ 2025 Year of the Snake collection blends the bold energy of the serpent with the brand’s signature avant-garde style, starring brand ambassador Sandra Ma. The Stockholm-based brand offers a mix of red tones, python prints, and intricate textures, that exude contemporary luxury style. Notable pieces include a crimson ruffle strap dress featuring red python-print detailing, printed snakeskin jeans in a relaxed fit, and silk scarves with a graphic serpent design. Acne Studios also introduces accessories that perfectly complement the collection’s spirit. A rich red gradient wool mohair scarf and multipocket bag add a streetwear touch to the lineup, while the Bowlina bag comes in an embossed leather version.

Tory Burch

In celebration of the Lunar New Year, Tory Burch unveils a special limited-edition collection for 2025, honouring the Year of the Snake with a festive mix of elegant accessories and embellished ready-to-wear pieces. A standout piece from the collection is a handbag with a crystal-encrusted serpent winding around the clasp, as well as a satin mini tote with enamel handles inspired by the reptile’s graceful curves. Tory Burch’s statement jewellery also gets a Lunar New Year makeover with a delicate golden snake pendant, matching earrings, and a coiling bejewelled snake ring.

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