Jackson Yee Fronts the Brand’s Chinese New Year Campaign
A Golden Message to the Future
Golden Goose ushers in the Year of the Snake with an exclusive collection that celebrates wisdom, transformation, and eternity—qualities that embody the Snake. This limited-edition range masterfully blends contemporary style with cultural heritage, offering a fresh perspective on the festive season.
The campaign stars Golden Goose’s Global Brand Ambassador, Jackson Yee, in a stunning visual narrative where a sinuous red light—reflecting the graceful motion of a snake—illuminates a minimalist backdrop. The red light interacts with both Yee and the Golden Goose pieces, symbolizing the Snake’s wisdom, charm, and intuition while guiding viewers with its vibrant cherry glow—an emblem of vitality, curiosity, and the promise of new beginnings.
The Year of the Snake Collection merges modern design with cultural symbolism. Key pieces include medium-wash denim with intricate Snake embroidery, genderless round-neck sweatshirts, and worn-white cotton t-shirts adorned with hand-embroidered red floral motifs and the Golden Goose logo. Highlights also feature a crystal-embellished Snake t-shirt and a relaxed-fit beige virgin wool sweater with an abstract snakeskin print, offering versatile style for every occasion.
At the collection’s heart lies the iconic Ball Star sneaker, reimagined in white leather with snake-print details, bold red stitching, and matching laces—perfect for stepping boldly into the future. Accessories complete the lineup, including a soft beige alpaca wool scarf with a snake-printed logo tab and an antique gold-colored brass snake-shaped pin entwined around a white pearl.
Launching on December 30th, the collection will be available at goldengoose.com and select stores across the APAC region. To enhance the festive season, Golden Goose will host exclusive Co-Creation experiences and festive-themed setups in select stores, ensuring a memorable celebration.
