Luxury brand Jil Sander has released a new Chinese New Year advertising campaign with an introspective theme. Directed by filmmaker Qin Ziming (秦子铭), the short film moves away from traditional festive imagery to explore personal memory and the modern meaning of “home” during the holiday. The campaign presents the Spring Festival as a time for inner journey and quiet reflection rather than celebration. It features symbolic imagery, including a gold horseshoe pendant for the Year of the Horse. Jil Sander stated the film aims to connect with a contemporary holiday experience, where the occasion serves as a moment of pause.

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