Bottega Veneta is loved up for the Lunar New Year

Bottega Veneta is loved up for the Lunar New Year

by Ollie Cox
2 min

Bottega Veneta has launched its Lunar New Year 2024 campaign, The First Sunrise with You. The short film celebrates the dawn of a new year, depicting different protagonists who welcome new opportunities amidst varying panoramic views championing the earth’s beauty.

Directed by Jess Jing Zou under the creative direction of Matthieu Blazy, and starring actress Shu Qi, it evokes the themes of travel and togetherness. Jing Zou has previously worked with Bottega Veneta on projects, including the brand’s Lunar New Year 2023 campaign, Reunion in Motion, and two Qixi films, Love in Motion and Towards You.

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The film begins with Shu, who departs from the street clutching a black Sardine Bag before ascending onto a rooftop to take in the sunrise in solitude. Later, the campaign captures friends leaving the city, heading to the beach, and navigating rural, winding roads. The group can be seen running to the end of a pier and taking moped rides beneath windmills, highlighting the functionality of the Orbit Sneaker, which is previewed in a new red colourway.

Models shield themselves from the morning chill with the Argyle Intarsia Wool Jumper in a Cocoa/yellow colourway, channelling the rising sun’s warmth. These thrill-seeking protagonists depict Bottega Veneta in motion, highlighting the utilitarian properties of key items, including the Adiamo bag and a bespoke Jodie with a dragon-tail handle. Other campaign stars include Chen Estelle, who takes in the sunrise with her mother during a riverside Shanghai walk, while a couple retreats to the snow-capped mountains for New Year. 

For its Lunar New Year 2024 campaign, Bottega Veneta’s elegant brand of luxury shone through like the morning sun, highlighting its versatility in both the city and the mountains. 

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