The Burberry Lunar New Year 2024 campaign unfurls on the bustling streets of Chengdu, narrating a tale woven in the bold shades of vibrant red and exuding the symbolism of fortune and joy. This narrative is brought to life by the dynamic presence of brand ambassador Tang Wei and the striking poise of model He Cong.
The color red is a thematic thread throughout the collection, chosen for its cultural resonance and emblematic representation of luck and prosperity. The Lunar New Year collection follows up the narrative from the brand’s spring 2024 campaign.
Burberry Lunar New Year 2024 Campaign
Daniel Lee’s creative direction is a sartorial dialogue between Burberry’s storied heritage and the pulse of today’s fashion landscape. Lee’s reinvention of the iconic checks on trench coats, alongside the introduction of novel eyewear, harmonizes tradition with the freshness of the new year.
The collection presents a contemporary reimagining of British wardrobe archetypes, where the houndstooth check evolves into a delicate seasonal rose print and the fabric’s classic integrity blooms with a modern romanticism.
Ryan McGinley’s lens captures this journey, his photography and film encapsulating a timeless elegance set against the city’s contemporary dynamism. The Burberry Lunar New Year 2024 collection, set in the streets of Chengdu, becomes an experiential mosaic of cultural homage and fashion-forward thinking.
