Burberry is seeing red this season for CNY
The luxury fashion brand has unveiled its celebratory campaign to kickstart the upcoming Year of the Rat, starring brand ambassador Zhou Dongyu and models He Cong and Liang Jiyuan.
Shot by the photographer Leslie Zhang, the campaign showcases a vivid red collection of tailored and sports-influenced pieces, with highlights including new versions of the label's signature Union sneaker and Lola bag in a bright red hue. On Instagram, the brand referred to the shade as a colour that heralds "joy, health and happiness."
The collection, which is now available to buy in select stores globally, is peppered throughout with a limited-edition Thomas Burberry Monogram motif inspired by the Chinese zodiac.
"I wanted the images to portray a celebration, a celebration of a festive occasion," said Zhang in a statement. "I wanted to remain rooted in elements that are traditional but also create images that would feel modern, just as the products are."