02 Jil Sander · CNY · 2026
Lunar New
Year 2026
A culturally relevant expression of the season, held inside Jil Sander’s precise and understated world.
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Campaign film
A quiet new year.
A film built from light, texture and small rituals—recognising the season through atmosphere and emotion rather than familiar festive shorthand.
“I’ve always been fascinated by the humanity and emotions connected to the celebrations of Lunar New Year. For this campaign, that shows a silent dialogue between the characters and the urban atmosphere, we wanted to interpret the undercurrent of feelings that flows through these encounters.”
Simone Bellotti Creative Director, Jil Sander
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The portraits
Between stillness
and movement.
Figures are observed between city, water and interior spaces, balancing Jil Sander’s restraint with a warmer, more intimate rhythm.
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The details
The poetry
of objects.
A bag, a goldfish and a trace of incense carry the cultural story through objects—specific enough to resonate, restrained enough to remain Jil Sander.
