The new Golden Goose brand ambassador, Jackson Yee, fronts the brand’s CNY campaign

As the Year of the Snake approaches, Golden Goose unveils an exclusive collection that blends cultural symbolism with contemporary style. This limited-edition range celebrates the core qualities of the Snake, wisdom, transformation, and eternity, offering a fresh take on Chinese New Year fashion that is both fresh and easy on the eyes as well.

A Leading Face

The campaign is led by Golden Goose Global Brand Ambassador, Jackson Yee, a multi-talented artist known for his dynamic presence. In the campaign visuals, a sinuous red light flows through a minimalist setting, echoing the graceful movement of a snake. This vibrant cherry glow symbolizes vitality, mystery, and the promise of new beginnings.

The Year of the Snake Collection seamlessly fuses modern design with cultural meaning. For both men and women, medium-wash denim with loose fits and intricate Snake embroidery on the back pockets add a subtle festive touch. The collection also features timeless wardrobe staples, including a genderless round-neck sweatshirt and worn-white cotton t-shirts with hand-embroidered red floral motifs and the Golden Goose logo as seen on Jackson Yee.

Ssss-triking Style

One eye-catching piece is a crystal-embellished Snake t-shirt, which captures the essence of the season’s transformation. Additionally, a relaxed-fit beige virgin wool sweater with an abstract snakeskin print offers versatility and style.

At the heart of the collection is the iconic Ball Star sneaker, reimagined with white leather, snake-print detailing, red stitching, and matching laces, perfect for stepping boldly into the future.