Burberry Lunar New Year 2024 Ad: Prosperity Woven in Red

The Fashionisto

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Published January 5, 2024

Model Wang Xiangguo makes a statement in red for the Burberry Lunar New Year campaign.Pin
Model Wang Xiangguo makes a statement in red for the Burberry Lunar New Year campaign. Photo: Ryan McGinley / Burberry

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

Dressed in red, Alex Schlab dons a tartan scarf and mesh sweater for the Burberry Lunar New Year 2024 campaign. Pin
Dressed in red, Alex Schlab dons a tartan scarf and mesh sweater for the Burberry Lunar New Year 2024 campaign. Photo: Ryan McGinley / Burberry

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.

Alex Schlab goes sporty in a red bomber jacket for the Burberry Lunar New Year 2024 campaign.Pin
Alex Schlab goes sporty in a red bomber jacket for the Burberry Lunar New Year 2024 campaign. Photo: Ryan McGinley / Burberry

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.

Alex Schlab fronts the Burberry Lunar New Year 2024 campaign. Pin
Alex Schlab fronts the Burberry Lunar New Year 2024 campaign. Photo: Ryan McGinley / Burberry

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.

Chen Kun wears a Burberry trench with a warped houndstooth nylon blend outfit for the brand's Lunar New Year 2024 advertisement. Pin
Chen Kun wears a Burberry trench with a warped houndstooth nylon blend outfit for the Lunar New Year 2024 advertisement. Photo: Ryan McGinley / Burberry

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.

Wang Xiangguo sports all black for the Burberry Lunar New Year campaign.Pin
Wang Xiangguo sports all black for the Burberry Lunar New Year campaign. Photo: Ryan McGinley / Burberry

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