Miu Miu captures the celebratory spirit of the Lunar New Year in its 2025 campaign, featuring Liu Haocun and Zhao Jinmai. Set in the nostalgic Yi Lau Yi, a bustling Cantonese tea house in Beijing, the campaign unfolds like a whimsical story.
Miu Miu Lunar New Year 2025 Campaign
Against a backdrop of glowing string lights and retro interiors, the two stars explore festive tradition and contemporary style. The designs showcased range from classic tailoring to bold, playful accents, all lensed by Jack Webb.
There is a rhinestone-embellished jacket paired with Miu Miu’s signature Matelassé leather bags in striking red. Meanwhile, minimalist pearl accessories stand out with soft gingham patterns styled by Lotta Volkova.
Vibrant pops of red that symbolize luck and joy are woven into the collection, seen in oversized sweatshirts and detailed bag charms. With its dreamlike narrative, the campaign combines tradition and modernity, celebrating the Year of the Snake with a hint of fantasy.
