Burberry Celebrates Family Traditions with Its Chinese New Year Campaign

Burberry is ushering in the Year of the Pig with a new Chinese New Year campaign that has just been unveiled. Starring brand ambassadors Zhao Wei and Zhou Dongyu, the campaign shot and directed by photographer Ethan James Green celebrates family traditions and togetherness during the festive period.

“The campaign draws on the concept of families reunited for the most important holiday of the year, and represents a sense of belonging, but in a fresh way,” says Zhao, who together with Zhou are making their Burberry campaign debut.

Inspired by classic portraiture, the campaign is set in an informal urban environment and juxtaposes the traditional and the contemporary. “A family portrait is a very simple concept, but the ceremonial sense behind it holds so much more,” shares Zhou.

The campaign features classic Burberry pieces including the trench coat and archive-print scarves, as well as urban staples such as hoodies, t-shirts and joggers, which are all available in-stores and online at burberry.com.