Celine moves past the usual holiday tropes to focus on a tradition of trust and release.
Celine has released its new campaign for Lunar New Year, and the house is looking toward the customs of southern China. The campaign moves past the standard holiday imagery to focus on a specific, quiet practice: tying wishes to trees.
The gesture is rooted in faith rather than force. The tradition encourages surrendering burdens to the wind with the confidence that the right outcome will arrive on its own. By grounding the season in this custom, the brand highlights a moment of release. It is a nod to the idea that sending a hope into the air is as important as the result itself.
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