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Golden Goose presents the "A Golden Message to the Future" campaign for Chinese New Year 2025

Author: Kantinan Srisan | Photographer: Courtesy of Golden Goose

Jan 29, 2025

"...Golden Goose celebrates Chinese New Year with a limited edition collection that blends modern design with invaluable cultural heritage, offering a fresh and creative perspective for this significant festival..."

The campaign is presented by Jackson Yee, the renowned artist and Global Brand Ambassador of Golden Goose, through captivating imagery featuring flowing red light reminiscent of the graceful movement of a snake. This elegant motion harmoniously connects Jackson Yee with the Golden Goose products, symbolising the wisdom, charm, and instincts of the Year of the Snake.

The Year of the Snake collection perfectly combines modern design with cultural symbolism. The collection features mid-wash denim pieces for both men and women in a relaxed fit, with intricate snake embroidery on the back pocket, adding a subtle celebratory touch. The collection also includes timeless classics, such as a unisex crewneck sweatshirt and a white cotton t-shirt with hand-embroidered red floral motifs and the Golden Goose logo. A standout white t-shirt features a crystal-embellished snake design, while a beige virgin wool sweater with an abstract snake leather print offers versatile styling options for every occasion.

The highlight of the collection is the reimagined iconic Ball Star sneakers, crafted in white leather and accented with snake print details, red stitching, and matching laces, symbolising the boldness of stepping into the future. The collection is further complemented by carefully designed accessories, including a soft beige alpaca scarf with a snake-print logo tag and a brass snake-shaped brooch wrapped around a white pearl.

The Year of the Snake collection has been available since December 20th on www.goldengoose.com and in stores across the Asia-Pacific region. To celebrate the Chinese New Year festival, Golden Goose has also hosted exclusive Co-Creation events at selected stores.

Also See: Tod’s unveils the charm of Italian craftsmanship with the Autumn-Winter 2025/2026 collection

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