Ma Sichun fronts Acne Studios’ Lunar New Year campaign
Acne Studios has unveiled its 2025 Spring Festival collection to celebrate the Lunar New Year of the Snake. The collection features design elements inspired by the snake, a symbol of wisdom, good fortune, and longevity in Chinese culture. The brand has integrated these themes into its signature pieces, marking the occasion with a distinctive visual style. Acne Studios also collaborated with brand ambassador Ma Sichun for the campaign, which draws inspiration from traditional Chinese customs. In the advertisement, Ma Sichun interacts with a custom butterfly-shaped lantern, sharing her New Year story and bringing a lively, festive atmosphere to the campaign.