Burberry Introduces Chinese New Year 2020 Campaign

British luxury brand Burberry has launched new campaign ‘Chinese New Year’, its first collection of the new decade. The campaign features a striking red collection, with both sportswear-esque and tailored pieces, including updated versions of the brand’s iconic Lola bag and Union sneaker. Many pieces incorporate motifs illustrating the Year of the Rat, highlighting a stark link to the Chinese zodiac.

Shot and directed by photographer Ethan James Green, the campaign titled ‘Modern Tradition’ stars Chinese actresses and Burberry ambassadors Zhou Dongyu and Zhao Wei, representative of the brand’s desire to reap the benefits of a growing luxury market in China. However, some have criticised the campaign, suggesting it displays a grim family portrait to promote China’s most important holiday.

Jing Daily referred to the campaign as “just another bad taste, tone-deaf instance of Western luxury brands completely missing the point in China,” with another user of Channel New Asia stating “Chinese New Year is a time for family reunions, joy and luck. These people look like actors in a horror movie.” Is Burberry falling flat?

Next Up, Gucci’s Mickey Mouse Themed Capsule Collection