The Tiger Comes To Tea in Gucci's Chinese New Year Campaign

by SHOWstudio on 4 January 2022

Ring in the Chinese New Year with Gucci's latest capsule collection.

Ring in the Chinese New Year with Gucci's latest capsule collection.

According to the Chinese zodiac, this year will bring with it resilience and strength in the face of adversity- fitting for the lockdown world we still find ourselves in. Having previously marked Chinese New Year with a Disneyland capsule and a Japanese manga collaboration, Gucci are celebrating the Year of the Tiger with a collection which reimagines the Italian brand's iconic Flora motif.

Photograph Angelo Pennetta

Lensed by Angelo Pennetta, a frequent Gucci collaborator, a tiger joins a motley crew of Gucci friends for tea in the collection's campaign. Unafraid to reimagine Gucci signatures, as seen in last year's Balenciaga hackathon, this time round creative director Alessandro Michele has coined the phrase 'GUCCI TIGER' in a collegiate typeface covering graphic-t-shirts and coin purses. Pastel coloured illustrations of a tiger are imposed upon the Flora motif, originally designed by Vittorio Accornero in the 1960s, on silk shirts, dresses, knitwear and the lining of a trench coat. Applied as crochet patches, embroidered, and painted by hand, many of the pieces are one-of-a-kind and are combined with the interlocking G motif and equestrian stripe. Green and blue are the colours of good fortune for 2022, seen on a retro anorak in the capsule not dissimilar to the aesthetic of the brand's recent Xbox collaboration.

Photograph Angelo Pennetta
Photograph Angelo Pennetta

Accessories also include the brand's first fully eco-friendly watches, with the strap made from animal-free, sustainable and bio-based raw fabric. Since February 2020, Gucci have supported The Lion's Share Fund which protects endangered species, and shared with press a disclaimer that the animal welfare organisation American Humane monitored the set of the campaign, for which tigers were shot separately.

The collection launches Tuesday 4 January. Shop it here.

Photograph Angelo Pennetta


Creative Director: Alessandro Michele

Art Director: Christopher Simmonds

Photographer and Director: Angelo Pennetta

Make up: Thomas De Kluyver

Hair: Paul Hanlon

Musical Credits

Doris Day with Axel Stordahl & His Orchestra

“Tea for Two”

Originally released 1950.

All rights reserved by Columbia Records, a division of Sony Music Entertainment

(I. Caesar / V. Youmans)

© 1924 Irving Caesar Music Corp. / WC Music Corp.

Courtesy of Warner Music Publishing Italy S.r.l.


Fashion Film

Fashion Film: Chest

16 July 2010
Watch Alice Hawkins' cheeky fashion film, shot in Vegas and styled with her beloved Agent Provocateur lingerie.
Runway Show

Runway Show: Gucci Love Parade

03 November 2021
Watch the Gucci 'Love Parade' show in Los Angeles.

Alessandro Michele's Gucci Aria Campaign Looks to Eros God of Love, Lust and Sex

10 September 2021
Creating a lust-filled fantasy, Michele works his magic to bring the Gucci Aria campaign to life.
Back to top