Burberry Chinese New Year campaign and capsule come with artist collab

The Chinese market and Chinese shoppers abroad are hugely important to Burberry and honouring the Year of the Snake, it has introduced a capsule collection and a collaboration with the Chinese artist Qian Lihuai.  

Qian Lihuai is one of the most influential bamboo-weaving artists in China and given that weaving is “intrinsic to Burberry’s heritage, from the innovative open and reticular weave of the signature gabardine to the unmistakable Burberry Check scarf”, it’s clearly seen as something of a no-brainer link-up. 

Buberry said that “hailing from a family with a rich history in bamboo weaving, Qian is known for bringing a contemporary nuance to the cherished, ancient craft”.

The result is a collection of nine bamboo art sculptures for Burberry, the ‘Us’ series, which feature (along with the clothing capsule) in a campaign starring actor and brand ambassador Zhang Jingyi and shot by photographer Walter Pfeiffer. The sculptures also appear in the windows of key flagships in China and the collaboration has conceptually inspired other store windows across the region.

Handwoven and shaped into abstract, serpentine forms, “they stand as individual pieces with their own story yet interconnect to create a whole”.

As for the capsule collection itself, grounded in red, symbolic of luck and prosperity in Chinese culture, it introduces a seasonal iteration of the Burberry Check, as well as a B snake motif to honour the New Year. 

The collection features a wide array of wardrobing options such as outerwear, a trench dress and jersey separates. Garments are also available in scaled down proportions including a puffer jacket and seasonal check scarf. Accessories, seen as ideal for gifting, include scarves made in silk or cashmere, a leather wallet, hats and a bag charm.