Ni Ni and Xiao Zhan Celebrate Chinese New Year 2025 in New Gucci Campaign
Sabato De Sarno unveils a campaign with Ni Ni and Xiao Zhan and a collection with creations that combine Chinese symbolism and the luxury Italian label's House Codes.
Gucci ushers in the Chinese New Year 2025 with an enchanting campaign that celebrates the Year of the Snake—a symbol of transformation, renewal, and timeless allure. At the heart of this extraordinary initiative are global brand ambassadors Ni Ni and Xiao Zhan, whose captivating presence embodies the essence of family, tradition, and festive warmth. Conceived by creative director Sabato De Sarno, the campaign captures the spirit of togetherness and reinvention that defines this special time of year.
“The Year of the Snake is deeply woven into Gucci’s heritage,” says Chinese actress and model Ni Ni. “The pieces in this collection blend elegance with agility, telling a story of reunion and heartfelt wishes.” Renowned for her breakout role as Yu Mo in Zhang Yimou’s acclaimed film The Flowers of War, Ni Ni has since solidified her place in the cinematic world with standout performances in Love and Destiny and Night Wanderer.
Joining her is Xiao Zhan, an actor and singer who first rose to fame as a member of the Chinese boy band X Nine and achieved global recognition for his role in the fantasy series The Untamed. Now one of Asia’s most influential stars, Xiao Zhan represents a bridge between tradition and modernity. “The Gucci 2025 Chinese New Year collection celebrates the holiday spirit with creative flourishes and unparalleled craftsmanship,” he shares. “Being part of this campaign is an honor—it’s a celebration of joy, connection, and the magic of this season.”
The collection itself is a visual ode to the serpent, a creature symbolizing mystery and rebirth. Sabato De Sarno’s designs feature sophisticated colour pairings, such as Gucci Rosso Ancora with soft pink or vibrant blue, reflecting the Maison’s iconic aesthetic. Standout pieces include the Horsebit 1953 loafers and Signoria slingbacks in Rosso Ancora patent leather, adorned with snake details; the Gucci Re-Web sneakers in beige and ebony GG canvas with snake motifs; the Gucci Blondie bag; and the Flora silk scarf, where archival floral patterns entwine with serpentine imagery.
This campaign beautifully intertwines tradition with innovation, telling the story of two families coming together through symbols of unity and renewal. Available in Gucci boutiques, the collection exemplifies the craftsmanship, style, and meaningful storytelling that define Gucci. It’s more than a celebration of the Chinese New Year—it’s a tribute to the enduring warmth of bonds and the timeless joy of the holidays.
