Strut away in style with the 2025 McQueen Lunar New Year campaign

The McQueen 2025 Lunar New Year campaign captures a profound sense of belonging, change, and hope, as it celebrates the arrival of a new beginning. Set against the vibrant backdrop of a bustling city skyline, the campaign portrays characters leaving the past behind and welcoming the new dawn with anticipation.

The Faces

Featuring actor Zhang Youhao, the story unfolds on Lunar New Year’s Eve, following a group of distinct individuals as they navigate urban streets, overpasses, and expansive cityscapes. Each character’s journey reflects their unique story, yet their paths converge, creating a powerful narrative of connection and transformation.

The city, with its winding streets and towering structures, serves as a living witness to time’s passage, echoing memories of the past and the changes of the present. The feeling of belonging is central to the campaign, as the characters, though transient in nature, find themselves intertwined with the city’s ever-evolving landscape.

Same Same But Different

Some move with purpose, others reflect in their wanderings, but all are bound by the shared experience of the city and the collective hope for what lies ahead. A key element in McQueen’s 2025 Lunar New Year story is the Spring Summer 2025 Pre-collection, which effortlessly blends into the narrative.

The collection features a T-bar Sling bag with its signature buckle detail. It represents a stylish companion for the characters as they explore the urban jungle. The sleek Flexion sneakers, offered in rich seasonal hues like warm burgundy, vibrant orange, and crisp optic white, add a dynamic edge to the collection, bringing energy and flair to the journey.

A Story You Can Wear