Paul Smith Celebrates the Year of the Snake
A time for celebration and togetherness, we celebrate the Lunar New Year with a mini campaign based around the auspicious colour red.
In honour of the Year of the Snake, we present a mini campaign based around the auspicious colour red. Featuring both formal and casual looks, perfectly suited to the festivities, the campaign also introduces items from 2025’s Lunar New Year capsule, starring this year’s zodiac animal – a symbol of wisdom, mystery, and renewal.
Whether you’re looking for gifting ideas or outfit inspiration, the campaign is rich in both. We see luxurious knitwear, featuring our famous 40-colour Signature Stripe, as well as suede jackets and exquisitely crafted leather slip-ons. These items are ideal for creating relaxed yet stylish outfits to see you through the festive season, but also make for considered and generous gifts. Alongside the more casual pieces, there are beautiful formalwear options for both men and women. A women’s black velvet two-piece embodies 2025’s themes of mystique and elegance, while the centrepiece of the campaign – a men’s velvet blazer – arrives in a perfectly apt shade of deep red.
The colour red is present throughout the images, with the interior shots taking place against a dramatic crimson backdrop. It’s a colour that’s inseparable from the Lunar New Year celebrations, representing good fortune, prosperity and health. The use of red carries through to key accents, such as the chess set – itself a symbol of play and togetherness – and the exclusive gift boxes.
In honour of the season, we have produced a capsule collection focusing on this year’s zodiac animal, the snake. Representing wisdom and mystery, but also renewal, the snake is a symbol of optimism, new beginnings, and reinvention.
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