Client
House of Gucci
Deliverables
// Art Direction
// Concepting
// UX design
// UI design
Year of the Snake campaign
To celebrate the lunar new year and the year of the snake, Gucci presents a limited-edition campaign that blends heritage symbolism with contemporary luxury. The designs pay homage to the serpent’s significance in Chinese culture—representing wisdom, transformation, and elegance—while staying true to Gucci's distinctive aesthetic.
Concept and Inspiration
The design process began with in-depth research into the traditions in chinese new year. Drawing from my own Chinese heritage and memories of lunar new year celebrations, I sought to create designs that felt both personal and culturally authentic with a modern twist.
The design proccess
The campaign takes inspiration from ancient traditions and blending them with intricate detailing. The designs merge traditional Chinese motifs with Gucci's signature house codes, striking a perfect balance between contemporary sophistication and rich cultural symbolism.
Design execution
The Gucci Lunar Year of the Snake campaign stands as a testament to the power of design in bridging heritage and modernity. By incorporating elements inspired by my own cultural background, the project honored the deeply personal touch to the brand’s narrative of timeless elegance.
