Bottega Veneta launches its exclusive collection and campaign for the Lunar New Year 2024, featuring brand ambassador Shu Qi.
Milan — Bottega Veneta welcomes 2024 by launching its Lunar New Year campaign, featuring award-winning actress and brand ambassador Shu Qi.
Under the creative direction of Matthieu Blazy, the film marks Bottega Veneta’s fourth collaboration with Chinese director Jess Jing Zou. Titled “The First Sunrise With You,” it celebrates the first sunrise of the year for different characters in various urban and scenic settings.
Shu Qi leads Bottega Veneta’s 2024 Lunar New Year campaign. COURTESY OF BOTTEGA VENETA. The director was also responsible for Bottega Veneta’s Lunar New Year campaign in 2023, “Reunion in Motion,” which included a moving train journeying through China for a month, and two films celebrating Qixi, China’s Valentine’s Day: “Love in Motion” and “Towards You.”
With photography by Ken Ngan and a custom track by Sega Bodega, “The First Sunrise With You” maintains similar themes of travel and unity. Qi opens the film, stepping onto a balcony at dawn in Shanghai. Images follow of friends gathering on the beach or riding scooters on a mountain road, all meeting at sunrise, symbolizing a fresh start and the transition to 2024.
Bottega Veneta’s 2024 Lunar New Year campaign. A mother-daughter duo, featuring model Chen Estelle and her own mother, walks along the river by the Pudong Art Museum in Shanghai.
Bottega Veneta showcases exclusive designs from the Chinese New Year capsule collection themed around the Year of the Dragon, including the Andiamo, Sardine, and Orbit sneakers, as well as a Jodie bag customized with a dragon tail-shaped handle.
Qi was reportedly selected as the Italian brand’s global ambassador last October. In this role, she, who also attended the Kering-owned brand’s Spring 2024 show in Milan in September, led the first campaign launched in October and photographed by Sander Muylaert.
Qi was the second personality to join the Bottega Veneta family as an ambassador under Blazy’s creative direction, following the appointment of BTS pop star Kim Nam-joon, known as RM, in March of the previous year.
With a career spanning almost three decades, Qi has delivered outstanding performances in both box office hits and cult films. She had roles in “Millennium Mambo,” “Three Times,” and “The Assassin,” all directed by acclaimed filmmaker Hou Hsiao-Hsien, showcased at the Cannes Film Festival.
Her accolades include three Hong Kong Film Awards, two Golden Horse Awards for Best Actress, Best Actress at the Shanghai Film Critics Awards, Best Actress at the Huabiao Awards, and Best Actress at the Asian Film Festival.
In 2022, Bottega Veneta took part in the Great Wall to celebrate the Chinese Lunar New Year. The message “Happy New Year” was written in Chinese, along with the company’s logo, displayed in the brand’s characteristic shades of green and mandarin, symbolizing good luck in Mandarin, on a slanted portion of the Great Wall.
Alongside this installation, the Italian brand pledged to make a donation to support the renovation and maintenance of Shanhai Pass, the starting point of the eastern end of the Great Wall. Historically, this pass is known as the “first pass under heaven.”
