17 Brands Celebrating Lunar New Year In Style
Welcoming the Year of the Snake with luck, prosperity and traditional design.
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.
Harrods
Harrods is ringing in its Lunar New Year with Labelhood, a fashion and cultural community dedicated to supporting Chinese talent. In this collaboration, Labelhood teamed up with Harrods to bring the stories of young Chinese artists from Jingdezhen — the famed porcelain capital of China, to life through a captivating series named, “Spiritual Homeland,” photographed by Leslie Zhang.
Maison Margiela and MM6 Maison Margiela
For Maison Margiela and MM6 Maison Margiela‘s debut Lunar New Year collection, the brands embrace the theme of renewal to welcome the Year of the Snake. The collection features a mix of casual and elevated pieces, including hoodies, silk scarves, t-shirts, trousers, accessories and more. Snake motifs slither their way through both collections, intricately woven into the brands’ logo and are showcased in graphic designs to symbolize transformation and rebirth for the year ahead.
Miu Miu
Miu Miu honors the Year of the Snake with a short film directed by screenwriter and filmmaker, Shujun Wei. Starring brand ambassadors Liu Haocun and Zhao Jinmai, the film transports viewers to the nostalgic charm of a traditional Cantonese tea house in Beijing. Amid the vintage setting, Haocun and Jinmai infuse the space with vibrant energy — dancing, playing music and even cooking in the kitchen. Naturally, every moment is brought to life with the duo dressed in chic Miu Miu pieces, embodying the brand’s playful sophistication as they make this Lunar New Year entirely their own.
Jil Sander
With its signature minimalist sophistication, Jil Sander embraces the spirit of the Lunar New Year with an artful nod to the snake. At the heart of the collection are the “Snake Ballerinas” and the “Snake Pouch,” embodying the brand’s commitment to quiet luxury and timeless elegance that resonates all-year-round. Complementing the capsule are the sleek “Snake Loafers” and an additional variation of the “Snake Pouch,” each infused with the same understated allure.
McQueen
McQueen joins the celebration of the Lunar New Year with a short film titled, A Sense of Belonging. Starring actor Zhang Youhao, the film follows him and two companions as they explore the city’s dynamic landscape. Against the backdrop of shimmering nights and the quiet promise of dawn, Youhao’s narration delves into universal questions — “Who am I?” “What kind of person am I?” and “Who do I aspire to become in the year ahead?” As their journey unfolds, the characters discover a profound connection to the city’s energy, finding their own sense of belonging in this evocative New Year’s tale.
Vibram FiveFingers
Vibram‘s limited-edition Lunar New Year shoe, the KSO Evo, is a FiveFingers shoe and arrives in vibrant red and gold, celebrating Lunar New Year with a snakeskin-inspired texture and a golden drawstring. Lightweight and grippy, it delivers Vibram’s signature ground feel and protection — perfect for stepping into the new year with style and balance.
TUMI
TUMI celebrates the Year of the Snake with a collection of black bags featuring a golden snake brushstroke graphic. Classic styles like the “Alpha Bravo,” “Voyaguer” and “TUMI+” combine the brand’s signature practicality and durability with a festive nod to prosperity and renewal. Stylish, functional and timeless — perfect for the year ahead.
For more Lunar New Year news, read about Tower 28’s Lunar New Year “LipSoftie.”
