Gucci celebrates Chinese New Year with Ni Ni and Xiao Zhan

Gucci is celebrating Chinese New Year with a campaign featuring brand ambassadors Ni Ni and Xiao Zhan, paying homage to family, traditions and renewal symbolized by the Year of the Snake.

Imagined by creative director Sabato De Sarno, the campaign captures a moment of great importance shared by two families. “The year of the snake is about to begin,” comments Ni Ni, – and the snake is a motif deeply rooted in Gucci’s history. “The items chosen for Chinese New Year 2025 are enchanting, combining the elegant shapes of the snake and its agility. The story of reunion told by the campaign in which I am participating once again conveys festive, warm and memorable wishes,” says the Chinese actress. “With its aesthetic, Gucci represents the spirit of celebration in a contemporary way,” added Xiao Zhan. “As a global ambassador of the House, I am delighted to once again participate in the Chinese New Year campaign shoot, which communicates to everyone the joy of finding themselves in this very special moment.”

To mark the occasion, Gucci offers a selection of items inspired by the sinuous elegance of the snake, a motif deeply rooted in the Maison’s tradition. A symbol of transformation, renewal and timeless fascination, the snake is integrated as a key element of the selection, combining archives and contemporary creativity.