Bottega Veneta launches Lunar New Year campaign

By

Jennifer Braun

Published
Jan 4, 2024

Luxury fashion house Bottega Veneta is ushering in the Lunar New Year with the launch of a new campaign.

Dubbed 'The First Sunrise with You', it marks the brand's fourth collaboration with director Jess Jing Zou. The film, accompanied by photography from Ken Ngan and a bespoke track by Sega Bodega, continues the brand's exploration of themes like travel and togetherness, centered around the poignant moment of the new year's sunrise.

Brand Ambassador Shu Qi, who joined Bottega Veneta last October, takes center stage in the film. The narrative unfolds as she steps onto a balcony to admire the breathtaking sunrise over the Shanghai skyline. Subsequent scenes feature various groups in diverse settings, capturing friends, family, and romantic partners coming together to witness the dawn and embrace the promise of the upcoming year.

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From a group of friends gathering on a beach to another riding scooters along a mountain road, and a couple admiring the sunrise over snow-covered mountains, the film weaves a tapestry of moments. Notably, a heartwarming scene features model Chen Estelle and her mother walking along the riverside by the Museum of Art Pudong in Shanghai.

Beyond the storytelling, the campaign shines a spotlight on Bottega Veneta's exclusive designs for the Chinese New Year capsule collection. Themed around the Year of the Dragon, the collection features pieces such as the Andiamo, Sardine, Orbit sneakers, and a bespoke Jodie with a dragon-tail handle.