CELINE Welcomes the Spring Festival with a Wishing Tree Campaign in China
CELINE has unveiled its 2026 Spring Festival campaign, centering on the image of a wishing tree—a long-standing symbol in Chinese folk tradition associated with hope, renewal, and blessings for the year ahead. Captured by photographer Kin Chan Coedel, the campaign features a striking evergreen tree standing in an open landscape, adorned with thousands of silk scarves and ribbons. Shot in Lijiang, Yunnan, the installation transforms the static presence of the tree into a living expression of collective wishes, as the flowing red ribbons echo the spirit of the New Year and reflect CELINE’s gesture of celebration alongside Chinese audiences.
In parallel, the House collaborated with photographer Zhong Ling on a fashion editorial starring Liu Shishi, CELINE’s global brand ambassador, who presents the brand’s 2026 Lunar New Year selection. The collection subtly weaves CELINE’s signature codes into festive symbolism, including ribbon-inspired accessories that reference blessings and garments reinterpreting the Maison’s iconic Triomphe motif to resonate with the Year of the Horse.
Rather than relying on overt festive imagery, CELINE’s campaign draws on the emotional connection between people and nature in Chinese culture. Through the ritual of wishing upon an ancient tree, the brand offers a restrained yet resonant narrative that reflects shared hopes for the New Year, highlighting the enduring links between culture, nature, and contemporary luxury.
