Burberry‘s latest Chinese New Year Campaign has just landed! Shot by Chinese photographer Leslie Zhang, the campaign stars brand ambassador Zhou Dongyu and models He Cong and Liang Jiyuan. The special Chinese New Year Capsule comprises pieces in vivid red, along with sportswear-inspired pieces like varsity jackets, the Lola bag in a combination of red and maroon, as well as the iconic Union sneaker. The highlight of the collection is the Limited Edition Thomas Burberry Monogram motif with an original illustration of an animated rat peeking through the “TB” logo. Subtle, yet still paying homage to the rat in a creative way.

I wanted the images to portray a celebration, a celebration of a festive occasion. I wanted to remain rooted in elements that are traditional but also create images that would feel modern, just as the products are.

To me, Chinese New Year has always meant the reuniting of family. But now, for me, it also means a long holiday that leads to new beginnings and goals to strive for. ~ Leslie Zhang, photographer ~

Images and video courtesy of Burberry