Fashion house Burberry unveils first CNY campaign
British luxury fashion house Burberry has unveiled its first Chinese New Year campaign, celebrating family traditions and togetherness.
The commercials, shot and directed by photographer Ethan James Green, star Chinese actresses and Burberry brand ambassadors Zhao Wei and Zhou Dongyu, who make their Burberry campaign debut.
Inspired by classic portraiture, the campaign has been reimagined in an informal urban environment, and features classic Burberry pieces including archive-print scarves, the trench coat and tailoring, contrasting with urban staples including hoodies, t-shirts and joggers, all of which are now available globally online and in-store.
“The campaign draws on the concept of families reuniting for the most important holiday of the year, and represents a sense of belonging, but in a very fresh way,” explains Zhao Wei. “It was great fun being back on set with Zhou Dongyu – I enjoyed it very much!”
Zhou Dongyu added: “A family portrait is a very simple concept, but the ceremonial sense behind it holds so much more. For me, being able to go home once a year to spend quality time with my family is something I value above all else, and I wouldn’t trade it for anything.”
For the campaign, Zhao Wei wore a sleeveless keyhole detail top, reissued Society-print silk scarf and gold plated link drop earrings. Zhou Dongyu wore a vintage check wool jacket with palladium plated link drop earrings.