Burberry's Chinese New Year campaign takes relaxed approach in changed world

By

Sandra Halliday

Published
Jan 5, 2021

Burberry has released its latest Chinese New Year collection and campaign in a move that shows how much has changed in the past year. After all, it was only shortly after it released its 2020 campaign that the whole world changed due to the pandemic.

This year’s campaign is targeting consumers in vastly different circumstances with fewer Chinese tourists shopping abroad in 2021 and consumers also buying different types of products.

The campaign stars models Liu Wen and Wang Xiangguo, and was shot by photographer Feng Li. It highlights a more casual approach to fashion this year and also a greater connection to nature.

The capsule collection is presented in a series of images “that celebrate the majesty of the natural world. The campaign highlights the collection in classic Burberry check, featuring heritage Burberry trench coats and sports-influenced pieces, as well as new a new colourway of the Olympia bag,” the company said.

There’s also a limited-edition Thomas Burberry Monogram Motif, inspired by the Chinese zodiac and animated with an original illustration in honour of the Year of the Ox – “a sign associated with the earth: powerful and calm”.

So what about the products? While there are enough pieces, such as pussy bow blouses and skirts, to satisfy anyone whose taste is more formal, a relaxed approach is key.

This can be seen in accessories. As well as the Pocket Bag and the Olympia Bag, it’s also introducing a new Beach Tote in check nylon lined with a refreshed Monogram motif pattern featuring a zip pouch for smaller essentials.

In womenswear, Burberry is offering a raglan-sleeved trench coat in Italian-woven check nylon, “cut to a relaxed Waterloo fit”, plus a bomber jacket cut from check nylon, patterned with striped rib-knit trims in a textured towelling. There are also straight-fit tailored trousers in Italian-woven check technical wool, a form-fitting turtleneck top in stretch jersey, a loop-back cotton sweatshirt printed with its logo and a montage of motifs, a T-shirt in cotton jersey and high-waisted leggings, among other pieces.

Menswear includes a “clean-lined car coat crafted in Italy from yarn-dyed check nylon, reversing to a contrast check”. It comes with a merino wool polo shirt in jacquard-woven check and finished with rib-knit trims, a long-sleeved top in Italian-knitted check stretch jersey, styled with a zipped funnel neck, T-shirts and hoodies printed with the Burberry logo and a montage of motifs, classic drawcord swim shorts in check-print nylon, as well as a number of other items.