Gucci celebrates Chinese New Year with special collection, campaign and pop-ups

Gucci celebrates the Year of the Tiger.

The Italian luxury brand has launched a festive Chinese New Year collection comprising a wide selection of ready-to-wear and accessories, for men and women, including various interpretations of the animal – a mainstay of the Creative Director Alexandre micheleand the reflection of his fascination with nature.

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In a statement on the launch, the brand said the collection will launch a new print, based on an archival drawing from the late 1960s by Gucci designer Flora, Vittorio Accornero, which depicts the tiger against a colorful background of greenery and flowers in a pastel palette.

The print is presented in full variation across the ready-to-wear assortment, from outerwear and denim to shirts and dresses, among other items. Prints, patches and embroidery can also be seen on silhouettes of iconic shoes and bags, often combined with the GG monogram, Gucci said. Glasses, silk accessories, watches and hats complete the Gucci Tiger selection.

Gucci Women's Tiger Mid-Heel Slingback - Credit: Gucci

Women’s Tiger Mid Heel Pumps by Gucci – Credit: Gucci


Gucci & # x002019; s Tiger Women & # x002019; s Jordaan Loafers - Credit: Gucci

Gucci Women’s Jordaan Tiger Moccasins – Credit: Gucci


The Gucci Tiger collection comes to life in a countryside designed by Michele and shot by photographer and director Angelo Pennetta. In a literal reference to the collection’s main motif, real tigers roam the countryside scenes, having joined a group of friends to sample it in various spaces of a retro-style luxury hotel. A second part of the campaign featuring four special guests will be unveiled later this month, the brand said.

The line, launched today, will be featured in Gucci stores around the world through dedicated storefronts and pop-ups. Starting January 14, Holt Renfrew Yorkdale and Holt Renfrew Vancouver (opening January 17) will both host dedicated pop-up experiences in Canada. In the United States, New York Wooster, Chicago Michigan Avenue, Las Vegas Forum Shops, Santa Clara Valley Fair and Manhasset will feature special facilities to support the Lunar New Year collection.

Gucci said its pop-ups will feature a lighted “Gucci Tiger” sign in a forest-like space. The giant leaves highlighted by LED lights form a canopy as the greenery contrasts elegantly with the black and white checkerboard floor that sets the space apart.

The location is furnished with quilted velvet ottomans and matching bunkers, while aged brass racks and shelves are used to display the products, lit by chrome spotlights placed on tripods, ”the company added.

Launch gallery: Gucci Year of the Tiger collection campaign

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