Burberry unveils Lunar New Year campaign

The Lunar New Year is one of the key shopping events for Chinese consumers and with those consumers being very much in the sights of Burberry, the company always launches a specific New Year collection and campaign.

It has just unveiled its offer for the 2024 event and to celebrate the Year of the Dragon, members of the luxury brand’s global community — including brand ambassadors Tang Wei and Chen Kun — have been enlisted to explore the streets of Chengdu for the imagery.

The collection itself focuses on “British wardrobe archetypes”, continuing the strategy of emphasising the label’s Britishness that was put in place when CEO Jonathan Akeroyd and creative chief Daniel Lee arrived at the helm. 

With that in mind, it showcases elements like houndstooth check, and a seasonal rose print, while a vibrant red taps into the Chinese sensibility. It introduces “fresh takes on classic checks”, along with new eyewear styles — in colours traditionally associated with good luck and prosperity.

And as we’ve now become used to, the Burberry Knight features prominently, overlaid as a feature of every image.

As mentioned, it was shot in Chengdu with photography and film by Ryan McGinley. And as well as Tang Wei and Chen Kun, the cast includes He Cong, Wang Xiangguo and Alex Schlab.