As Chinese consumers eagerly anticipate the Lunar New Year, Burberry takes center stage with its exclusive collection and campaign, making this festive occasion a premier shopping event.
For the auspicious Year of the Dragon in 2024, Burberry’s global community, including esteemed brand ambassadors Tang Wei and Chen Kun, takes to the vibrant streets of Chengdu, bringing to life a visually stunning Lunar New Year campaign. This captivating imagery not only embraces the festive spirit but also pays homage to the rich cultural heritage of Chinese traditions.
The collection itself revolves around quintessential «British wardrobe archetypes,» aligning with Burberry’s strategic emphasis on its British identity, a direction set by CEO Jonathan Akeroyd and creative chief Daniel Lee. Elements like the timeless houndstooth check and a seasonal rose print take center stage, accompanied by a vibrant red, symbolizing prosperity and resonating with Chinese cultural sensibilities. The collection introduces fresh reinterpretations of classic checks and unveils new eyewear styles in colors associated with good luck.
The iconic Burberry Knight features prominently, seamlessly integrated into every image, reinforcing the brand’s distinctive visual identity.
Photographed and filmed against the backdrop of Chengdu by the talented Ryan McGinley, the campaign features a stellar cast, including Tang Wei, Chen Kun, He Cong, Wang Xiangguo, and Alex Schlab.
As Burberry continues to blend tradition with modernity, the Lunar New Year campaign stands as a testament to the brand’s commitment to cultural celebration and innovation in the world of fashion.
Explore the fusion of tradition and style with Burberry’s Lunar New Year Collection for 2024.
