Burberry Celebrates Lunar New Year With Fiery Campaign

Exploring the southwestern province of Chengdu.

Fashion 
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Following in the footsteps of Bottega Veneta, LOEWE, and Sandro, British titan Burberry is stepping into 2024 by honoring Chinese tradition at its finest.

Lunar New Year is upon us, cementing 2024 as a fiery dragon year. Daniel Lee honors the occasion by debuting his latest campaign, enlisting local ambassadors Tang Wei and Chen Kun to tour 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.

The Chinese actors are captured in 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.

Take a closer look at Burberry’s Lunar New Year campaign in the gallery above.

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