Burberry brand ambassadors Chinese actor Tang Wei and actor, singer, producer Chen Kun, along with models He Cong, Wang Xiangguo and Alex Schlab, front the Burberry Lunar New Year 2024 campaign.

The Burberry Prorsum knight rides on every piece, and has not been replaced in this Year of the Dragon. The Chinese celebration images were lensed by Ryan McGinley [IG].

Burberry’s Chief Creative Officer Daniel Lee infused Lunar New Year red into his Burberry rose pattern. The red rose even shows up in a baseball cap and bucket hat in the special Burberry assortment we can shop online.

The Burberry Lunar New Year campaign was shot in the city of Chengdu, the capital of Sichuan province in southwestern China. The birthplace of spicy Sichuan cuisine — served at both fine restaurants and in vibrant street markets — is also home to the world-renowned Giant Panda Breeding Research Base.

As one of China’s fastest-growing cities, Chengdu has embraced innovation and technology, while devoted to preserving its cultural heritage.