McQueen takes you on a poetic exploration of city life for its newly released 2025 Lunar New Year campaign, featuring rising star Zhang Youhao navigating the metropolitan landscape on New Year's Eve. Under the thematic banner "A Sense of Belonging," the campaign weaves together individual narratives that converge in a meditation on urban transformation and human connection.
Youhao, known for his nuanced performances in both film and television, leads a trio of characters whose stories intersect against the backdrop of a shimmering metropolis. The campaign captures these transient figures in moments of reflection and purpose, some hurrying toward destinations while others pause to contemplate the city's evolving skyline.
The campaign explores themes of belonging, change, and hope, as characters traverse the metropolitan landscape. These transient figures are captured in moments of reflection and purpose, some hurrying toward destinations while others pause to contemplate the city's evolving skyline, leaving behind the past and welcoming the brand-new sunrise.
The Spring-Summer 2025 Pre-collection features prominently throughout the narrative, with key pieces seamlessly integrated into the urban journey. The T-bar Sling bag, distinguished by its signature buckle detail, appears as a constant companion to the characters as they navigate their paths. The collection's footwear offering is anchored by the Flexion sneaker, presented in a rich seasonal palette of warm burgundy, vibrant orange, and crisp optic white, adding dynamic elements to the metropolitan odyssey.
Against the cinematic city backdrop, McQueen's collection comes to life through key pieces that define the campaign's visual narrative. A structured crimson knit polo paired with a sleek leather skirt embodies the brand's modern precision, while a meticulously tailored plaid coat with burgundy accents captures the transitional mood from dawn to dusk. Each piece is photographed between the soft glow of sunrise and the electric energy of night, reflecting the collection's balance of heritage craft and contemporary design.
Through this campaign, McQueen weaves together urban narratives and New Year traditions, capturing moments of transition across the metropolitan landscape. As the story unfolds from nightfall to daybreak, the collection presents a contemporary vision of celebration and renewal in the city.
The McQueen Lunar New Year collection is available in stores and online at AlexanderMcQueen.com.
