Editor's Pick, Style

Gucci’s CNY 2024 campaign stars Tian Xiwei

Gucci’s CNY 2024 campaign stars Tian Xiwei

If the Gucci Ancora show and the Gucci Men’s Fall/Winter 2024 show are any indications, we can conclude that Sabato de Sarno is a royal Gucci devotee, who has cleverly reset the modus operandi of the Italian fashion house through his sensual, chic filter by hitting the sweet spot between Tom Ford’s hedonistic aesthetic and Alessandro Michele’s maximal lexicon.

The Gucci Chinese New Year 2024 selection is a reflection of the congruent approach. For the Year of the Dragon, Gucci has chosen to reinterpret its cult items instead of churning out new products. Take the Gucci Dionysus bag for example. First debuted in 2015, during the Gucci Fall/Winter 2015 show, the bag was a shoo-in among the designer bags, earning its It-bag status and making its way to the wardrobes of celebrities and influencers including Beyonce, Margot Robbie and Alexa Chung.

This festive season, the GG Supreme brand has breathed a new life into the all-time favourite. Vibrant and feminine, the Dionysus-inspired (the god of agriculture, wine, and revelry in Greek myth) arm candy is injected with a sense of youthfulness and empowerment with the colour of barbie pink — while being set off with metal chain and hardware. For fashion enthusiasts who have a penchant for maximalism and a longing for retro fashion, the iteration in chain print will be up their alleys to channel the ’80s vibe. Steering away from the bold colours, the chain print rendition pays heed to the details with the adornment of chain print in luscious red flanking the structured silhouette, exhibiting harmony with the tiger-head adornment and red-painted handle.

To bring the capsule collection to life, Gucci has tapped Chinese actress Tian Xiwei to front the Chinese New Year campaign. Captured by Ren Shen Yun, the festive campaign celebrates love and togetherness, virtues that are deeply ingrained in the momentous occasion, where the “New Life Begins” actress is seen posing with panache alongside the latest offerings from the seasonal collection such as blouse in dragon chain print, wide leg denim jeans, the Gucci Dionysus bag and metallic top in sky blue.