McQueen Lunar New Year 2025 Ad Campaign 2025

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This advertising campaign image features model Zhang Youhao for McQueen, part of the Lunar New Year 2025 project. A man stands facing away on a rooftop terrace during sunset, wearing a long patterned plaid trench coat with a dark collar. In the background, warm golden sunlight illuminates a sprawling city skyline of high-rise buildings. Large white brand typography is overlaid across the middle ground. The lighting is soft and ambient, casting a warm glow over the urban environment.