LONDON — The Burberry checks have turned red for its Lunar New Year campaign featuring brand ambassadors Tang Wei and Chen Kun with He Cong, Wang Xiangguo and Alex Schlab.
The cast was shot in Chengdu, China, by American photographer Ryan McGinley wearing pieces from the Chinese New Year capsule collection that merges British houndstooth checks and rose prints with the color red, which represents good luck and prosperity for the Year of the Dragon.
The Knight bag, a new brand hero, is featured in red with gold hardware. The softly structured style comes with a bridled horse clip and showcases the charging horse from Burberry’s updated Equestrian Knight Design. It can be used either as a shoulder bag or a tote.
Courtesy of Burberry/Ryan McGinley
Other accessories in the campaign include new eyewear styles; gold-plated spear stud earrings, and a large blanket scarf using the equestrian knight logo.
Last November, Wei, the internationally acclaimed Chinese actress with major works like “Late Autumn” and “Decision to Leave” under her belt, was named a global brand ambassador.
Considered one of the most celebrated Asian actresses of her generation, Tang has scored dozens of major awards since her silver screen debut in Ang Lee’s erotic period espionage film “Lust, Caution.” The movie scored the Golden Lion top honor at the Venice Film Festival in 2007.
Courtesy of Burberry/Ryan McGinley
Burberry has seen a mixed performance in mainland China, where comparable store sales rose 15 percent in the first half, with all the growth coming from the first three months. In the second quarter, sales in the region fell 8 percent as spending shifted offshore, according to Burberry.
As a whole, the Chinese shopper cluster grew by 25 percent in the three months to Sept. 30 driven by wealthy, traveling Chinese shoppers who have been splashing their cash in Japan (where the exchange rate is favorable) and in resorts such as Hong Kong and Macao.
Burberry chief financial officer Kate Ferry said during an earnings call that the slowdown in mainland China has “extended” into the current quarter, although demand remains robust among Chinese tourists shopping abroad.
