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.