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Burberry Taps Photographer Leslie Zhang To Lens Its CNY Campaign

Quintessentially British brand Burberry has joined forces with the Shanghai-based photographer to release an elegant campaign for the festive CNY season filled with – what else? – lots of red.

The holiday campaigns at Burberry have become something to look forward to in fashion. Every year, come Christmas, you can expect the brand to bring together a coterie of stars and a major fashion photographer to capture some of the season’s magic. Good news: that treatment has been extended this year to a Chinese New Year campaign, lensed by the Shanghai-based fashion photographer Leslie Zhang, and fronted by the brand’s ambassador Zhou Dongyu, alongside the models He Cong and Liang Jiyuan. 

The collection is mostly classic Burberry recast in vivid red for the season. The only place you’ll spot a rat, in fact, is as a discrete graphic hidden inside the brand’s TB monogram – which stands, of course, for Thomas Burberry. The visuals of the campaign were intended, according to Zhang, to “portray a celebration of a festive occasion” that remained “rooted in elements that are traditional but also create images that would feel modern” – in keeping surely with the way the brand is merging modernity with its British heritage under the stewardship of Riccardo Tisci. 

Two-toned leather Grace bag, $1950. Nylon bodysuit, $770.
Palladium-plated chain link earrings, $700. Wool bomber jacket, $4390.
Leather and nylon Union sneakers, $1120
Leather card case with chain strap, $770
Small leather Cube bag, $3050
Gold-plated alphabet charm necklace, $660 each
From left: small grainy leather TB bag, $3290. Small applique leather TB bag, $3490
Leather T-bar shoes, $1000
Silk square scarf, $660
Intarsia cashmere scarf, $920. Cotton monogram hoodie, $1120. Small leather Lola bag, $2590