McQueen Lunar New Year 2025 Ad Campaign 2025

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Fashion campaign image for the McQueen Lunar New Year 2025 ad campaign, created under creative direction by Seán McGirr. Model Zhang Youhao stands on a city street at night, wearing a coat featuring a prominent furry collar. The low-key nighttime setting is illuminated by ambient streetlights and sharp red light casting highlights along the side of the coat. The composition is vertical, focusing tightly on the model with blurred traffic visible in the urban background. Large white typography spelling McQueen is layered across the center of the frame.