Burberry goes to Chengdu to celebrate the Chinese New Year

If Burberry’s SS24 campaign took stars from around the globe on a stroll through the streets of London, the British brand’s new campaign has its Asian ambassadors, including Tang Wei and Chen Kun, taking to the streets of Chengdu, China’s fourth largest city.

9 photos

With signature Burberry design details such as houndstooth checks, trench coats and rose motifs, the collection arrives in a vivid red hue, associated with good luck and prosperity in the Chinese imagination. Accompanying this colour, the garments are flooded with rose and checked prints. Although the trench coat, the quintessential piece of the British house, takes centre stage in the collection, we can also see other pieces such as the classic Burberry knitwear and accessories and glasses.

Through the eyes of Ryan McGinley, in charge of photographing and documenting this campaign that celebrates the Year of the Dragon, Burberry takes its English codes to the Chinese streets, through its main brand ambassadors: Tang Wei, Chen Kun, He Cong, Wang Xiangguo and Alex Schlab. As we’ve become accustomed to seeing since Daniel Lee took over as creative director of the British brand, the Burberry Knight features prominently in every image of the campaign.

For more information on Burberry, head to the brand’s website or take a look at what’s new in our news section.