In the Year of the Snake, Gucci's Chinese New Year 2025 collection campaign honors transformation and connection. Art director Riccardo Zanola and the house's creative director Sabato De Sarno remain partners.

As actor Xiao Zhan comes home to celebrate the New Year, the heartwarming short film follows him as he engages in festive customs with his family. As he peers through a window and sees fellow actor and house ambassador Ni Ni celebrating the holiday in a similar manner, the story shifts to a more symbolic tone. Despite their spatial separation, the snake's emblem, which represents metamorphosis, unites the two.

The campaign images showcase new designs based on the snake's sinuous shape applied to iconic pieces such as the Jackie bag, the Horsebit loafers, the GG monogram, and more.