Introducing the Burberry Chinese New Year 2020 campaign – captured by Leslie Zhang and starring brand ambassador Zhou Dongyu, Liang Jiyuan and He Cong. A vibrant celebration in red – heralding joy, health and happiness for the Year of the Rat.
Burberry has revealed its Chinese New Year 2020 campaign. The campaign stars brand ambassador Zhou Dongyu alongside models He Cong and Liang Jiyuan, and is captured by photographer Leslie Zhang.
The campaign highlights a collection in vivid red, featuring refined tailoring and sports influenced pieces, as well as new iterations of Burberry’s iconic Union sneaker and Lola bag. 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 Rat, appears throughout. The collection is available to purchase now in select stores globally.
‘I wanted to deliver a more innovative and distinctive take on Chinese New Year in the campaign, even though we used a lot of the traditional colour: red. Chinese New Year for me means ‘out with the old – in with the new’! The smell of the New Year’s dinner that lasted until midnight and was prepared by each family member with their own speciality dish – that is always one of my favourite memories.’ Zhou Dongyu
‘I always love working with Burberry. This time it was for the Chinese New Year campaign. The collection and the set were both very joyful with lots of red, a colour that symbolises good fortune. I really wanted to portray the importance of Chinese New Year and its traditional values through the campaign images. My favourite Chinese New Year memory is setting off fireworks with my family. I believe that the person who launches the first firework of the New Year will receive good luck!’. He Cong
‘It feels exciting to be in this campaign for Burberry! I wanted to express my personal style through the images and at the same time celebrate the characteristics of the Chinese New Year festival. For me, Chinese New Year is a time for reunion and for family. For work, I have to travel to different countries and cities, I am always busy and have no time to see my parents and sister. When I get together with my family during the Chinese New Year, I feel warm and happy.’ Liang Jiyuan
‘I wanted the images to portray a celebration, a celebration of a festive occasion. I wanted to remain rooted in elements that are traditional but also create images that would feel modern, just as the products are. To me, Chinese New Year has always meant the reuniting of family. But now, for me, it also means a long holiday that leads to new beginnings and goals to strive for. I used to love it when the whole family got together and prepared for the most important dinner for the whole year, on New Year’s Eve. We would go to the supermarket together, cook together, have a really good time together.’ Leslie Zhang
© Courtesy of Burberry / Leslie Zhang