In response to the shifting global landscape brought about by the pandemic, Burberry has unveiled a fresh and relaxed perspective in its Chinese New Year campaign. This new collection and marketing strategy reflect the brand’s adaptation to the changing circumstances faced by consumers in 2021.
Renowned models Liu Wen and Wang Xiangguo are featured in the campaign, captured by the talented photographer Feng Li. The images showcase a more casual and nature-inspired theme, highlighting Burberry’s signature check patterns, heritage trench coats, and sports-influenced pieces. A standout addition to the collection is the new colorway of the popular Olympia bag, injecting a modern twist into the mix.
The capsule collection focuses on celebrating the beauty of the natural world, with special attention given to the limited-edition Thomas Burberry Monogram Motif designed to honor the Year of the Ox in the Chinese zodiac. This motif embodies qualities of strength and tranquility, perfectly aligning with the attributes associated with the Ox sign.
Burberry’s range of fashion pieces strikes a perfect balance between formal and casual styles, catering to a variety of preferences. From elegant pussy bow blouses and skirts to the chic Beach Tote and Olympia Bag, the brand offers a versatile selection of accessories. The Beach Tote features a check nylon exterior with a Monogram motif pattern lining, making it a fashionable essential for carrying everyday items.
The women’s collection includes the iconic trench coat in Italian-woven check nylon, designed in a relaxed Waterloo fit, as well as a stylish bomber jacket with striped rib-knit trims. For men, Burberry presents a sleek car coat crafted in Italy, reversible to a contrasting check pattern, in addition to merino wool polo shirts, check-print swim shorts, and logo-printed T-shirts and hoodies.
Overall, Burberry’s Chinese New Year campaign signifies a departure from traditional luxury marketing, embracing a more relaxed and nature-inspired appeal that resonates with consumers in today’s ever-changing world. By focusing on quality craftsmanship and timeless designs, the brand continues to captivate its audience with innovative products that capture the essence of the Year of the Ox.
For further information on Burberry’s latest Chinese New Year collection, visit their official website here. To explore the campaign and shop the collection online, click here.
