British fashion house Burberry has released a new film for the upcoming Chinese New Year with an inspiring message of renewal.
Created by BBH China, A New Awakening is directed by Derek Tsang and stars Burberry brand ambassadors Zhou Dongyu and Song Weilong as they venture out "on a journey of discovery and renewal, framed by the five senses." Backed by the sounds of birds and visions of spring, the message is an optimistic one, welcoming a new year that will almost certainly be better than the last.
The film also reflects Burberry's storied history with the great outdoors, once a popular outfitter for fishermen and hunters long before gracing red carpets and high fashion runways around the world.
In addition to A New Awakening, the brand has also released a Chinese New Year 2021 capsule collection to celebrate the Year of the Ox. The collection is available to buy in mainland China, Australia, Hong Kong, Macau, Malaysia, Singapore, Taiwan and Thailand.
"Spring has always been about new beginnings. But CNY 2021 is like no other. Coming off an unprecedented year of upheaval and disruption, it’s important for the brand to reflect and remind our audiences that new awakenings and discoveries can still be had, albeit from within, as long as we embrace the spirit of exploration and adventure. And this is a message that only Burberry, a brand steeped in a history of designing and providing clothing for fearless explorers can tell," said Kelly Pon, chief creative officer for BBH China.