Jil Sander Unveils 2026 Year of the Horse Look

“I’ve always been fascinated by the emotional connections tied to the celebrations of Lunar New Year. For this campaign, we aimed to portray a silent dialogue between the characters and the urban atmosphere, interpreting the undercurrent of feelings flowing through these encounters.” — Simone Bellotti, Creative Director of JIL SANDER

As the Lunar New Year approaches, JIL SANDER presents a new cinematic campaign in homage to the Year of the Horse. Directed by filmmaker and photographer Jeremy Z. Qin, the film employs a contemporary visual language to explore the emotional essence behind traditional rituals. It follows an intimate journey through memory, observing how feelings reshape the modern meaning of home and celebration.

This is more than a literal homecoming; it is an introspective journey through time—a reunion with one’s past self and inner peace. As fireworks pierce the night sky and the journey drifts into dawn, a golden horseshoe pendant carries wishes of luck—a lasting companion reminiscent of a mother’s protection. Old photographs overlay the present, creating a tender bond across generations that echoes Jil Sander’s philosophy of pure, restrained design.

By the harbor at dawn, the first light brushes over youthful figures as they exchange quiet wishes for the new year.  Garments catch the first rays of light, and here the journey finds its quiet resolution. New Year blessings live in the subtle flow of the garments, and in the heart’s return to what matters most.

The film captures the contemporary Lunar New Year experience. The festival offers a precious moment to pause, reflect, and look inward. JIL SANDER answers this modern sentiment with its philosophy of “blessings within.” These blessings are felt rather than seen—residing in the clean lines, the tactile fabrics, and the rhythm of the wearer’s movement.

It is a subtle expression of emotions, a silent response to the eternal dialogue between tradition and renewal. Through clothing, the brand allows deep emotions to anchor themselves in the present, guiding each journey toward a more authentic belonging.

Explore the Lunar New Year collection at JIL SANDER boutiques and jilsander.com.

CREDITS 

Creative Director: Alexandre Richardot
Executive Producer: Cedric Lazerges
Brand Image: Matthieu da Rocha
Producer: River
Director: Jeremy Z. Qin
Original Music: Soft Cou
Music Supervisor: Ruggero Pietromarchi
Director of Photography: Liu Beier
Art Director: Majima
Casting Director: Denise Hu
Stylist: Wang Chen
Hair: Yuwei Weng
Make-up: Beata
Models: Zhu Zhu, Yu Sun, Mireyi, Xing Hao, Zhang Boheng, Wen Qi, Pang Jing, Lv Tianle

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