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ProjectLunar New Year 2025 Ad Campaign
Close-up of a person wearing black trousers, white socks, and monogram horsebit loafers against a neutral and red background.

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

monogram horsebit loafersmonogram loafershorsebit loafersloafersblack trouserstrouserswhite sockssocks

Description

This image from the Gucci Lunar New Year 2025 ad campaign focuses on a lower-body fashion detail. A person wears dark black trousers paired with crisp white socks and patterned monogram horsebit loafers featuring metallic hardware and brown trim. The composition is tightly cropped to emphasize the footwear and tailoring. In the background, a solid red panel sits above a beige floor surface under soft indoor lighting. Creative direction is led by Sabato De Sarno with art direction by Riccardo Zanola.

Style

Editorial, Vertical, Clean

Industries

Luxury Fashion Houses

Color

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

Background

Set-dressed

Context

Advertising Campaign