Burberry Commemorates the Year of the Dragon

How are Burberry celebrating the Chinese New Year, you ask? Through how they know best: honest and good clothes. Honouring the Chinese New Year and subsequent Year of the Dragon, creative director Daniel Lee's latest campaign brings together Burberry's global community by gathering brand ambassadors Tang Wei and Chen Kun to tour the southwestern province of Chengdu, famed for its history, which dates back centuries.

Captured by Ryan McGinley, the Chinese actors are also accompanied by models He Cong, Wang Xiangguo and Alex Schlab, all sporting Pillar box red and cream looks. New eyewear styles are also included in bold and unapologetic colours, intentionally chosen for their associations with good luck and prosperity. Warm check prints cosy up to tracksuits, which are styled with the brand's signature trench coats, presenting a reimagined version of New Year staples that brings together streetwear with Saville Row tailoring. Skin-tight tops and leather bottoms also act as ideal base layers for outfits that are complemented by gold-trimmed handbags.

The new collection follows Burberry's recently unveiled Spring 2024 campaign which enlisted upon British icons including Damon Albarn, King Krule, Jourdan Dunn and more, all donning an eclectic amalgamation of British sartorial staples - a reoccurring theme under Lee's direction which undeniably leaves Burberry fanatics and the fashion industry wanting more.