Gucci Marks a New Dawn In Their Latest Year Of The Rabbit Campaign

Playful Gucci renditions welcome the dawn of Spring with refined iterations of the rabbit

In lieu of the stringent holiday extravaganzas comes the much-anticipated Year of the Rabbit. Preceding both the beginning of the lunar calendar and the arrival of Spring, fashion house conglomerate – Gucci – is taking this yearly welcoming by the pulse. Captured by Max Siedentopf, the House’s latest Year of the Rabbit campaign – released December 27th – unveils a vibrant capsule collection exuding numerous playful and refined iterations of the rabbit. A profound symbol of intelligence, health, and longevity, the rabbit becomes a guide, signifying the dawn of the New Year.



































Cast in an exuberant tone, mimicking the joyful zeitgeist behind Spring’s arrival, the capsule animates a cast of friends encountering rabbits in a fantastical field of flowers—the uplifting hues of the blooms amplifying the mood. Playful moments alternate with more sentimental ones in this dream-like meadow, with the soft light of the sunrise heralding the transition into Spring.


































Marking the bloom-like spirit of the capsule is a fanciful use of color, print, and embellishment across ready-to-wear bags, shoes, accessories, jewelry, and timepieces. Here, diverse depictions of the rabbit exude across the lineup, woven into knitwear, on embroidered patches, or in a distinctive spray-paint-style version seen on T-shirts, leather loafers, and G-Timeless watches. Womenswear sees a refined selection of printed silk blouses and skirts, along with boldly geometric pieces in contrasting hues.


































The men’s selection furthers the theme of playful graphic patterns in sporty silhouettes. Shoes conjure the essence of the rabbit with ear-like bows adorning heels and fleece textures enriching loafers. Special renditions of the House’s signature handbags, from Gucci Diana totes with hand-painted stripes to Gucci Horsebit 1955 shoulder bags featuring precious leathers, tweeds, and studs, conclude the capsule.

Discover More