Bottega Veneta features Shu Qi in Chinese New Year campaign

Bottega Veneta has unveiled its Chinese New Year campaign starring actress and brand ambassador Shu Qi to promote the brand’s capsule collection with the theme of the "Year of the Dragon". 

Titled “The First Sunrise with You”, the campaign features a film directed by Jing Zou and Matthiew Blazy and photography by Ken Ngan that celebrates the first dawn of the year with different characters strolling across a variety of urban and panoramic settings.

The film captures the essence of the brand with themes of travel and togetherness while presenting the capsule series it’s preparing for the Chinese New Year. 

In the opening scene of the film, which is available on Bottega China's website, Shu gently walks to the balcony and watches the sunrise over the sea, followed by a group of friends gathering on the beach and riding scooters on a mountain road at dawn, symbolising a new beginning and transition into a new year.  

In her segment, Shu holds a wallace, a shoulder bag with Intrecciato craftmanship in calfskin leather against the backdrop of the dawn of Shanghai.  The film also features model Estelle Chen and her mother taking a stroll along the sea near the Pudong Art Museum in Shanghai. 

The campaign aims to showcase key pieces including the Andiamo and Orbit sneakers and the dragon-tail adorned Jodie bag, all inspired by the Year of the Dragon. The collection reflects Bottega Veneta’s prowess in fusing tradition with innovation. 

One noteworthy item among the capsule collection is the Sardine cross-body bag, which has a new red and white design in celebration of the Chinese New Year. Apart from that, the brand will also introduce high heels and clothing accessories adorned with dragon motifs to celebrate the Year of the Dragon. 

MARKETING-INTERACTIVE has reached out to Bottega Veneta for more information.

This partnership comes as Shu was tapped by the brand as its global brand ambassador last October. Prior to the appointment, Shu has also attended the brand’s spring 2024 show in Milan in September 2023. Shu is the second celebrity to join Bottega Veneta as an ambassador following the appointment of BTS pop star Kim Nam-joon, also known as RM, in March 2023. 

Last year, Bottega Veneta also launched a campaign for Chinese New Year, which featured some images of the bird-eye view of the Great Wall of China with the name of the brand and “Happy Chinese New Year” in Simplified Chinese displayed on top of it.

Photo courtesy: Bottega Veneta China's official website

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