Golden Goose has launched its Year of the Snake collection for Chinese New Year 2025, featuring designs that merge Italian craftsmanship with Chinese cultural symbolism. The limited-edition range has been available since Dec. 20 on the brand’s website and in stores across the Asia-Pacific region.
The collection is fronted by Jackson Yee, the multi-talented Chinese actor and singer who serves as Golden Goose’s global brand ambassador. The campaign imagery features flowing red light mimicking the graceful movement of a snake, symbolizing wisdom, charm and transformation.
Product range blends heritage with modern aesthetics
The Year of the Snake collection centers on denim and apparel pieces designed for both men and women. Core offerings include mid-wash denim jeans in relaxed fits featuring intricate snake embroidery on the back pockets, a design element that adds subtle festive detail without overwhelming the garment’s wearability.
Apparel pieces include a unisex crewneck sweatshirt and worn-white cotton t-shirts with hand-embroidered red floral motifs and the Golden Goose logo. A standout white t-shirt features crystal-embellished snake design, while a beige virgin wool sweater incorporates an abstract snakeskin print, offering versatility for casual and elevated styling.
The collection also reimagines the brand’s signature Ball Star sneaker with white leather, snake-print detailing, red stitching and matching laces – positioning the shoe as both a collectible piece and wearable product for the season.
Strategic positioning in the Chinese market
The launch reflects Golden Goose’s broader strategy to strengthen cultural relevance among Chinese consumers. The brand has made Chinese New Year collections an annual fixture, previously releasing Year of the Dragon designs in 2024 and Year of the Rabbit offerings in 2023. Each iteration combines “contemporary and traditional elements,” according to brand messaging, positioning Golden Goose as a luxury label that engages with Chinese cultural moments beyond transactional marketing.
Golden Goose’s focus on the Chinese market comes at a strategic moment for the brand. In late December 2024, Chinese private equity firm HSG (formerly Sequoia Capital China) agreed to acquire the company from Permira in a deal valuing Golden Goose at approximately €2.5 billion. The transaction includes minority investments from Singapore’s Temasek and True Light Capital, and is expected to accelerate the brand’s expansion in China and across Asia.
The brand has demonstrated strong revenue growth, surging from €266 million in 2020 to a projected €655 million in 2024. According to China Daily, Golden Goose joined Chinese e-commerce platform Dewu in late 2023, releasing its Super Star gift set exclusively on the platform five days before its global launch – driving a 37 percent surge in daily subscriptions and a 15 percent increase in brand searches.
Marketing strategy leverages cultural moments
The Year of the Snake campaign positions Jackson Yee as both cultural connector and product endorser. The campaign visuals avoid overt luxury tropes, instead using minimalist backdrops and the metaphor of flowing red light to link the ambassador, the product and the cultural symbolism of the snake – wisdom, intuition and renewal.
To amplify the launch, Golden Goose hosted exclusive co-creation events at selected stores across the Asia-Pacific region, offering customization services that allow consumers to personalize pieces from the collection. This approach aligns with the brand’s broader emphasis on artisanal craftsmanship and the “perfectly imperfect” aesthetic that has defined Golden Goose since its founding in Venice in 2000 by Francesca Rinaldo and Alessandro Galdo.
Annual Chinese New Year collections signal long-term commitment
Golden Goose’s annual Chinese New Year collections represent a sustained effort to embed the brand within Chinese cultural and commercial life. Unlike one-off collaborations or limited regional releases, the recurring nature of these collections signals long-term commitment to the market and creates an expectation among Chinese consumers that Golden Goose will deliver culturally resonant product each year.
This strategy reflects a broader trend among European luxury and sporting goods brands seeking to deepen engagement in China beyond transactional retail. By aligning product launches with Chinese New Year – one of the most significant cultural and commercial moments in the market – Golden Goose positions itself as a brand that understands and respects Chinese traditions while maintaining its Italian identity.
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The collection remains available online at goldengoose.com and in physical stores across the Asia-Pacific region.
