The Burberry checks have turned red for its Lunar New Year campaign featuring brand ambassadors Tang Wei and Chen Kun with He Cong, Wang Xiangguo, and Alex Schlab.
The cast was shot in Chengdu, China, by American photographer Ryan McGinley wearing pieces from the Chinese New Year capsule collection that merges British houndstooth checks and rose prints with the color red, which represents good luck and prosperity for the Year of the Dragon.
The Knight bag, a new brand hero, is featured in red with gold hardware. The softly structured style comes with a bridled horse clip and showcases the charging horse from Burberry’s updated Equestrian Knight Design. It can be used either as a shoulder bag or a tote.
Other accessories in the campaign include new eyewear styles; gold-plated spear stud earrings, and a large blanket scarf using the equestrian knight logo.
Last November, Wei, the internationally acclaimed Chinese actress with major works like Late Autumn and Decision to Leave under her belt, was named a global brand ambassador.
Considered one of the most celebrated Asian actresses of her generation, Tang has scored dozens of major awards since her silver screen debut in Ang Lee’s erotic period espionage film Lust, Caution. The movie scored the Golden Lion top honor at the Venice Film Festival in 2007.
Burberry has seen a mixed performance in mainland China, where comparable store sales rose 15 percent in the first half, with all the growth coming from the first three months. In the second quarter, sales in the region fell 8 percent as spending shifted offshore, according to Burberry.
As a whole, the Chinese shopper cluster grew by 25 percent in the three months to Sept. 30 driven by wealthy, traveling Chinese shoppers who have been splashing their cash in Japan (where the exchange rate is favorable) and in resorts such as Hong Kong and Macao.
Burberry chief financial officer Kate Ferry said during an earnings call that the slowdown in mainland China has extended into the current quarter, although demand remains robust among Chinese tourists shopping abroad.
The Lunar New Year campaign by Burberry featuring Tang Wei and Chen Kun aims to capture the spirit of the Year of the Dragon with a fusion of British and Chinese elements. The iconic Burberry checks have been given a vibrant twist as they turn red, symbolizing good luck and prosperity.
Shot in Chengdu, China, by photographer Ryan McGinley, the campaign showcases Tang Wei, one of Asia’s most celebrated actresses, and Chen Kun, a renowned actor. They are joined by He Cong, Wang Xiangguo, and Alex Schlab, completing a star-studded cast.
The campaign features the Chinese New Year capsule collection, which combines British houndstooth checks, rose prints, and the auspicious color red. The collection includes the Knight bag, a new brand hero, in red with gold hardware. This versatile bag features Burberry’s updated Equestrian Knight Design and can be worn as a shoulder bag or a tote.
Accessories such as new eyewear styles, gold-plated spear stud earrings, and a large blanket scarf with the equestrian knight logo complement the collection.
Tang Wei, the internationally acclaimed Chinese actress known for her roles in Late Autumn and Decision to Leave, was appointed as a global brand ambassador last November. Her talent and numerous awards make her a perfect fit for Burberry’s Lunar New Year campaign.
Burberry’s performance in mainland China has been mixed, with sales rising 15 percent in the first half, driven by strong growth in the first three months. However, sales in the region fell 8 percent in the second quarter as spending shifted offshore. Burberry’s chief financial officer, Kate Ferry, mentioned that the slowdown in mainland China has extended into the current quarter, although demand remains high among Chinese tourists shopping abroad.
The Lunar New Year campaign by Burberry featuring Tang Wei and Chen Kun not only celebrates Chinese culture but also showcases the brand’s ability to merge tradition with contemporary fashion. With its unique blend of British and Chinese elements, Burberry aims to capture the attention and interest of global fashion enthusiasts during this festive season.
