For the Year of the Snake, Gucci Celebrates Family and Tradition

A story of family and tradition

As the Lunar New Year draws near, Gucci celebrates the season with a heartfelt campaign starring global ambassadors Ni Ni and Xiao Zhan.

Directed by Sabato De Sarno, the campaign captures a quiet, intimate moment between two families, symbolizing the enduring bonds that connect us, year after year. Framed through a window, this fleeting scene reflects the warmth of family reunions and the timeless traditions that define the Lunar New Year.

Reflecting on her role in the campaign, Ni Ni speaks of the symbolism of the Year of the Snake, a motif deeply ingrained in Gucci’s heritage.

“The serpent combines elegance and agility, and the collection conveys festive warmth and memorable reunions,” she shares. Xiao Zhan adds, “The collection brings festive spirits to life in a modern way, celebrating the joy of reunion at this special time.”

A symbol of transformation

At the heart of the collection lies the snake: a symbol of transformation and renewal. Woven into the designs, the snake represents both Gucci’s rich past and its evolving future.

This motif appears across a range of pieces in bold color combinations—Gucci Rosso Ancora with pink and blue—bringing together the House’s archival patterns and modern creativity. The snake’s graceful form winds through silk Flora scarves and its floral designs with a sense of mystique.

The collection features standout pieces like the Horsebit 1953 loafers and Signoria slingback pumps, reimagined in Gucci Rosso Ancora patent leather with snake-detailed insoles.

For a more casual look, the Gucci Re-Web sneakers offer a stylish take, while the Gucci Blondie bag in red patent leather adds a sophisticated touch with its enamel Interlocking G detail.

Gucci’s 2025 Lunar New Year collection offers timeless gifts and keepsakes to celebrate the season’s most memorable moments. In a world of constant change, it’s a reminder that family, love, and the spirit of renewal are the things that endure.

Photos courtesy Gucci

Dayne Aduna

Associate Editor

Dayne Aduna is an Associate Editor at VMAN Southeast Asia, specializing in fashion, grooming, film, television, and contemporary pop culture. With a strong editorial focus on menswear, his work explores how style intersects with shifting cultural movements across Southeast Asia and beyond.

His expertise spans fashion journalism, celebrity profiling, grooming and skincare trends, fragrance, runway reporting, and cultural commentary, with a particular eye for emerging creatives and youth-driven style.

Dayne has written extensively on fashion houses, seasonal trends, designer collections, and the evolving image of the modern Southeast Asian man, bringing both editorial depth and cultural relevance to his coverage.

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