In celebration of the Year of the Dragon, Burberry has dropped its Lunar New Year campaign and collection to share the festive spirit with emphasis on the colour red.
As part of the campaign, members of Burberry’s global community, including brand ambassadors Tang Wei, Chen Kun, as well as cast members He Cong, Wang Xiangguo and Alex Schlab, explore the streets of Chengdu while showcasing the latest collection, with photography and film shot by Ryan McGinley.
The Lunar New Year collection focuses on British wardrobe archetypes, showcasing elements like houndstooth check, a seasonal rose print and a vibrant red, colours traditionally associated with good luck and prosperity in China. The campaign also introduces fresh takes on classic checks, along with new eyewear styles and other accessories.
MARKETING-INTERACTIVE has reached out to Burberry for more information.
The 2024 Lunar New Year collection is slightly different from last year's design. Back in January 2023, the British fashion house brought in a new perspective by welcoming everyone to take a leap into the unknown just like a rabbit.
Building upon the brand’s spirit of adventure, the campaign starred actors Qi Xi, Shi Pengyuan and sportswoman Zhao Lina and is captured by video director Zika Liu and photographer Sky.
Inspired by the Year of the Rabbit, the exclusive collection featured the Thomas Burberry Monogram playfully reimagined with rabbit ears. This was adorned on womenswear, menswear and childrenswear, the signature Lola bag, accessories, cashmere and silk scarves.
(Photo courtesy: Burberry)
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