Burberry is leaving the winter-laden streets of London and over to the southwestern province of Chengdu for its latest campaign. Celebrating the Year of The Dragon, the project spotlights the label’s Lunar 2024 collection in traditional red tones.

Featuring brand ambassadors Tang Wei and Chen Kun, along with He Cong, Wang Xiangguo, and Alex Schlab, the collection sees the inclusion of traditional British staples in colours traditionally associated with good luck and prosperity. Patterns such as houndstooth checks and seasonal rose prints grace trench coats and knits, arriving hand in hand with fresh accessories and eyewear.

Shot by Ryan McGinley, the campaign invites fans to embrace their inner dragon, celebrate tradition, and step into the New Year with confidence and flair. Speaking on her involvement in the project, Tang Wei said: “The Year of the Dragon is about courage and ambition. It’s about embracing new things and taking risks. So wear something that makes you feel strong and powerful. And don’t be afraid to stand out.”

You can cop the Lunar 2024 collection now from the Burberry webstore.

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