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  • ·Gucci Lunar New Year 2025 ad campaign featuring Xiao Zhan
ProjectLunar New Year 2025 Ad Campaign
Portrait of Xiao Zhan wearing a patterned blue bomber jacket and black tie against a textured red background for Gucci.

Lunar New Year 2025 Ad Campaign 2025

Associated creatives

Sabato De Sarno
Sabato De SarnoGucci Creative Director
Riccardo Zanola
Riccardo ZanolaArt Director
Ni Ni and Xiao Zhan
Ni Ni and Xiao ZhanModels

Tags

xiao zhan portraitxiao zhanman in blue bomber jacketblue bomber jacketbomber jacketblack tiewhite shirtblack trousers

Description

Xiao Zhan poses for the Gucci Lunar New Year 2025 ad campaign against a heavily textured deep red background. He wears a white button-down shirt paired with a slim black tie, a black belt featuring the iconic interlocking G buckle, black trousers, and a distinctive blue and white patterned bomber jacket with striped ribbing. The portrait is art-directed by Riccardo Zanola under the creative direction of Sabato De Sarno.

Style

Vertical, Commercial, Warm, Clean

Industries

Luxury Fashion Houses

Color

Cobalt (50%)
Jet Black (30%)
Pure White (20%)

Background

Solid Colour

Context

Advertising Campaign