The campaign’s resonance is most clearly reflected in audience reception. On Xiaohongshu, user Momo commented:

"This is a masterful borrowing of the iconic imagery of 'Tian Mi Mi' and a cinematic reconstruction of the brand’s core 'Craft in Motion.' Through the tactile texture of film and a narrative rooted in nostalgia, BV captures a 'Slow Aesthetic,' representing a sense of flow and quiet vigilance that feels like a sanctuary in our frenetic digital age. This is more than a visual attempt at localization; it is a calculated strategy to filter for an audience with intellectual and aesthetic depth. It proves that true luxury is often nestled within the most mundane, sincere human narratives."

The comment captures the campaign’s intent clearly: instead of loud festive symbols, Bottega Veneta relies on restraint and emotional familiarity to convey cultural depth.

The campaign’s approach has transalted into strong digital footprint. Within just one week of its launch, the hashtag #BVNewYearSelection(#BV新春甄选) has accumulated over 1.5 million views and generated 9,700 organic notes on Xiaohongshu, signaling a powerful wave of user-generated engagement and cultural discussion.

Bottega Veneta is reshaping the influencer playbook by constructing a multi-dimensional matrix that moves beyond celebrity reach toward a more layered, credibility-driven network. By integrating athletes, chefs, and cultural icons, the brand establishes a profound level of trust across diverse social identities, rather than chasing a single mass audience.

A standout in this roster is Qu Yuyu, the winner of the culinary competition First Class Feast. Her appearance preparing traditional New Year spring rolls feels natural rather than staged, her winning dish on the show featured intricate weaving, subtly echoing Bottega Veneta’s signature “Intrecciato” DNA craft.

This specialized credibility is further bolstered by the inclusion of Olympic swimming champion Pan Zhanle, representing peak physical performance and national pride, alongside cinematic legend Sylvia Chang, who provides a layer of deep cultural heritage. Together, this cohort creates a powerful cross-generational endorsement, proving that in 2026, professional substance is the ultimate luxury currency.

There is no traditional "New Year Red," nor are there any literal depictions of the "Horse" to signify the 2026 zodiac. Instead, the entire narrative is threaded together by Teresa Teng’s "Tian Mi Mi," a classic released in 1979. Perhaps nothing has the power to awaken memory quite like music, especially a melody etched so deeply into the collective consciousness of the Chinese people. It is a tune that transcends generations, geographies, and ideologies so that the moment the familiar prelude begins, the emotions flow naturally.

Bottega Veneta shuns the clichéd cacophony of traditional New Year celebrations, leaning instead into its "quiet" brand DNA. By focusing on minute and intimate details, the house strings together a series of meaningful rituals for a diverse modern audience, proving that the most resonant connection is found not in noise but in the shared sincerity of the everyday.

Ultimately, Bottega Veneta’s 2026 campaign suggests that the future of luxury in China lies not in shouting the loudest, but in listening the most intently. By choosing cultural resonance over temporary trends and professional substance over viral noise, the house has moved beyond the role of a fashion label to become a curator of modern heritage. In an era of constant digital acceleration, BV reminds us that the most enduring luxury is the time we take to honor our roots, our rituals, and our people.

Image Credits

1. Image 1: Bottega Veneta. n.d. “新春甄选系列 | 记录相聚的时光.” Xiaohongshu. https://www.xiaohongshu.com/explore/6968c674000000002103e3a8.
2. Image 2: Giannoni, Giovanni. 2025. “Bottega Veneta Spring 2026 Ready-to-Wear Runway, Fashion Show & Collection Review.” WWD. https://wwd.com/fashion-news/shows-reviews/gallery/bottega-veneta-spring-2026-ready-to-wear-collection-1238258195/.
3. Image 3: Ghè Sèm Official. 2025. “Bottega Veneta Estate 2026: Un Laboratorio Tra Moda, Arte e Design.” Ghè Sèm Official. September 29, 2025. https://ghesemofficial.com/2025/09/29/bottega-veneta-estate-2026-un-laboratorio-tra-moda-arte-e-design/.