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Burberry: Lunar New Year Campaign

With 2024 kicking off and the Lunar New Year fast approaching (10th February 2024), British fashion house Burberry is following the footsteps of other renowned fashion titans by honouring the Chinese tradition.

This time round the Lunar New Year celebrates the Year of the Dragon. As such, Burberry marks the occasion with the debut of its latest campaign symbolising the fiery strength the dragon represents. Working with local Chinese brand ambassadors Tang Wei and Chen Kun in the city of Chengdu. The southwestern province is drenched in history, dating back centuries, and its extensive history is studied through the Jinsha site and Chengdu Research Base of Giant Panda Breeding. An apt location to showcase the new campaigns captures the red and gold hues of fieriness in the collection.

Wei and Kun show off bold red outfits, seeing Burberry reimagine Lunar New Year staples with warped check prints. Lined knitwear pops against cream backgrounds, followed by psychedelic tracksuits concealed by traditional trench coats. Classic variations receive dynamic tinted decor, while skin-tight tops and leather bottoms act as ideal base layers complemented by gold-trimmed handbags.

To find out more about the Lunar New Year collection, visit Burberry

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