In the vibrant streets of Chengdu, China, the Burberry Lunar New Year 2024 campaign unfolds with an evocative narrative woven into every frame. Through the lens of photographer Ryan McGinley, the campaign captivates with a fusion of tradition and modernity, reflecting the vibrant spirit of the Year of the Dragon.
Burberry Lunar New Year 2024 Campaign
At the heart of the advertisement lies the Burberry Chinese New Year capsule collection, a wardrobe of sartorial pieces that reimagine the brand’s heritage through a contemporary lens.
A tapestry of reds, from crimson to scarlet, swathes the campaign in a color historically synonymous with prosperity and good fortune. The iconic Burberry trench coat, re-envisioned for the season, billows with majestic grace, while jackets and sweaters make a bold statement in the auspicious hue.
Accessories, including scarves and sunglasses, serve as the exclamation points to these ensembles, each decorated with the capsule’s signature palette and designed to capture the collective hope for a prosperous new year.
As the Burberry brand ambassador, Chen Kun exudes a timeless elegance, while models Alex Schlab and Wang Xiangguo bring a dynamic energy to the advertisement. Together, they embody the campaign’s ethos: a celebration of legacy through the lens of the present.
