GUCCI Chinese New Year 2023 Collection
GUCCI 2023 Collection
Gucci celebrates the ‘Year of the Rabbit’ with a new capsule collection and campaign. The collection is full of vibrant colors with refined iterations of the rabbit.
2023, Year of the Rabbit
The new capsule collection created a joyful mood and playful settings symbolizing the year of rabbit in 2023. The brand drew on a fascination with a rabbit, bringing an eclectic mix.
According to the Chinese zodiac cycle, 2023 is the year of the Water Rabbit, starting from January 22nd, 2023 (Chinese New Year), and ending on February 9th, 2024 (Chinese New Year’s Eve). The rabbit is an embodiment of intelligence and health in Chinese culture. White rabbits in particular are also a symbol of longevity.
The festive elements appear across ready-to-wear, bags, shoes, accessories, jewelry, and timepieces for both men and women. The variations of the rabbit feature knitwear and embroidered patches. Meanwhile, a distinctive spray-paint style stands out on T-shirts, leather loafers, and G-Timeless watches.
The vivid colors set an exuberant tone while the cheerful spirit of the occasion is reminiscent of Spring’s arrival. A short story of the campaign invites you to a kind of wonderland where a cast of friends encounters rabbits in a fantastical field of flowers. The beautiful background amplified the mood while the soft light of sunrise heralds the dawn of a new year.
“As the dawn of the Year of the Rabbit awakens with Spring, a season of new beginnings, the House presents a capsule collection teeming with playful and refined iterations of the animal. The campaign captured by Max Siedentopf searches for the rabbit following a cast of friends into a beautiful blooming field, infusing the collection with a light and hopeful feel,” said the brand.
Last but not least. the collection, it will be available in select stores around the world from December 27.
All images via the brand