7 Brands Celebrating Lunar New Year In Style

Lunar New Year, celebrated across East and Southeast Asia, marks the start of the lunisolar calendar. While each country has its unique traditions and customs, the shared themes of renewal, prosperity and unity are at the heart of the festivities. Each year is tied to one of the 12 zodiac animals in a repeating 12-year cycle and for 2025 the spotlight is on the Snake. Symbolizing transformation, growth and stability, the Snake is all about shedding the old and welcoming new beginnings with the traditional colors of the season -- red and gold, to represent wealth, good fortune and joy.

From luxury fashion houses like Gucci and Bottega Veneta to performance-driven labels like The North Face and On Running, the Lunar New Year is a time for brands to celebrate the season in style and each has brought its own distinct perspective to this year's festivities.

Keep reading to see how these brands are ringing in the Year of the Snake with their latest collections and campaigns.

LEO LIN

Australian fashion brand, LEO LIN celebrates the Lunar New Year traditions with a twist. In its festive capsule, the designs feature intricate embroidery of oversized peonies and floral appliqués, paired with a rich color palette of ink blacks and deep reds. Traditional Chinese women's clothing silhouettes, such as the 'Cheongsam,' are reimagined in this elegant fusion of heritage and contemporary style.

Bottega Veneta

Bottega Veneta's Lunar New Year campaign is shot in the birthplace of fireworks, Liuyang in China's Hunan Province. It features ambassadors Yo Yang and Shu Qi alongside the talented Chinese actor, Fan Wei. The campaign pays homage to Chinese cinematic culture with its incredible visuals and showcases the lively energy of the city by night, with scenes of festive dinners, parties and a stunning fireworks display.

The North Face

For its "Year of the Snake" collection, The North Face draws inspiration from a coil snake pattern motif, symbolizing rebirth and transformation. A standout piece from the collection is the 1996 Retro Nuptse Jacket, reimagined in four colors: "Ink Dye," "Lead White," "Scarlet" and "Duck Green." Featuring the distinctive snake motif, this jacket doesn't just celebrate the Lunar New Year, it's also built for high-performance wear, with its certified down insulation and DWR water resistance treatment. Whether you're braving the elements or just making a stylish entrance, this jacket has you covered in more ways than one.

Moncler

Moncler's Lunar New Year campaign featuring Chinese actress Lu Yuxiao is set against the backdrop of the traditional red Chinese knot -- a symbol of prosperity and good fortune. This design mirrors the fluidity of the snake and is woven into the collection -- from the knotted zip pullers to the curved quilting on jackets and vests. The updated Moncler logo, reimagined as a knot, appears on embroidered hoodies and sweatpants. While, the color palette is inspired by the Chinese Five Color System, symbolizing harmony and balance with shades of blue, red, white, black and yellow.

CHARLES & KEITH

CHARLES & KEITH has rung in the Year of the Snake with a limited-edition capsule collection embodying themes of wisdom, regrowth, rebirth and resilience. The collection blends minimalist design with rich red colors and intricate Chinese motifs, offering a more current take on this festive season. Standout pieces include red slip-ons, Mary Janes and elegant handbags made from jacquard brocade. For the ultimate family moment, the collection even features "Mini-Me" shoes for kids, allowing parents and their little ones to step out in matching looks to celebrate family bonds this Lunar New Year.

Gucci

While many fashion houses have embraced the Year of the Snake, Gucci has long had the serpent motif woven into its DNA. However, in this collection, the snake is transformed to symbolize transformation and renewal, rather than wisdom and power. The snake is artfully woven into both classic and modern designs, making a statement in two eye-catching color combos -- "Gucci Rosso Ancora" pink and blue. Highlights include the Horsebit 1953 loafers, Signoria slingbacks and the Gucci "Blondie" bag, all reimagined with the new snake detailing for this Lunar New Year.

On Running

To blend tradition and innovation, On Running has created a line of footwear and apparel that incorporates the symbolic colors of this Lunar New Year season: red for good fortune, gold for wealth and white for purity which translates into both the apparel and footwear. The heart of this capsule features a reimagined version of the brand's "Cloudtilt" sneaker, in all those colors mentioned in addition to red speed laces. To keep to its sporty DNA, the brand's signature "CloudTec Phase" technology ensures top-notch performance with smooth weight transfer.

For more Lunar New Year news, read about Tower 28's Lunar New Year "LipSoftie." 

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