12 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.

Birkenstock

Red on red on red -- that's the direction Birkenstock 1774 has chosen for its Lunar New Year campaign. Featuring fresh takes on its Arizona, Florida and Tokio styles, the brand's exclusive line stays true to its core identity while incorporating new designs, such as python-embossed red leather and snake print patterns.

Maje

Framed by a red backdrop, Maje unveils a collection of embellished denim, sophisticated polo shirts and refined cardigan sets -- effortlessly blending smart and casual aesthetics for Lunar New Year family gatherings. While the collection doesn't line up with a red and gold palette, it introduces coral pinks, denim blues and crisp whites, offering a versatile and refreshing take on festive attire.

Dior

For Dior, the Lunar New Year celebration comes wrapped not in traditional red and gold but in an elegant palette of white and gold. The luxury fashion house's collection is intricately adorned with golden stars and snake motifs, weaving a celestial and symbolic narrative through each piece. Highlights include iconic accessories such as the "Dior Book Tote," the "Lady D-Lite" and a selection of small leather goods. The collection extends beyond bags to feature beautifully crafted knitwear, the "D-Connect" sneakers and the chic "D-Smash" visor.

New Balance

Staying true to its gorp-y DNA, New Balance has unveiled new styles to its 1906R, 740, 1000 and WRPD Runner sneakers. Designed to strike the perfect balance between sporty and casual, the collection brings modern design elements to classic silhouettes. The 1906R stands out with early '00s-inspired gradient mesh and layered overlays, while the 740 keeps things clean with tonal details and a gradient midsole. Meanwhile, the 1000 revives a chunky '99 design and the futuristic WRPD Runner features oversized logos and sleek translucent midsoles. If you ask us, it's the perfect lineup for stepping into the Lunar New Year in style.

Diesel

Diesel's "Year of the Snake" collection delivers exactly what you'd expect -- though with a modern, understated twist. Steering clear of bold reds and golds, the brand opts for subtle yet noticeable snake-inspired details. Denim pieces are transformed with snake-embossed textures, while graphic Y2K-style snake motifs make a statement across bags and apparel. The collection captures Diesel's edgy, contemporary aesthetic while nodding to the symbolic theme with creativity.

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

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