Burberry, the British fashion giant, is paying homage to the best aspects of Chinese tradition as it enters 2024, following in the footsteps of Sandro, LOEWE, and Bottega Veneta. Tang Wei and Chen Kun’s inclusion in Burberry’s Lunar New Year 2024 campaign is an amazing thing as they would be tapping into the significant market potential of Chinese consumers but also highlights the brand’s commitment to cultural diversity.
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Lunar New Year is coming, securing 2024’s status as a year of the fiery dragon. Daniel Lee pays tribute to the event by launching his newest campaign and inviting Tang Wei and Chen Kun, two local ambassadors, to give a tour of Chengdu. The vast history of the southwestern province, which spans centuries, is researched at the Chengdu Research Base of Giant Panda Breeding and the Jinsha site.
Burberry reimagines classic Lunar New Year ensembles with twisted check prints, as seen in the photos of the Chinese actors wearing striking red ensembles. Classic trench coats hide psychedelic tracksuits beneath lined knitwear that pops against cream backgrounds. Classic styles are given a vibrant tint, and gold-trimmed handbags look great with skin-tight tops and leather bottoms as the perfect foundation.
This campaign showcases Burberry’s ability to recognize and connect with its target market while embracing cultural festivities and fostering inclusivity in their advertising efforts.