Burberry launches new “Year of the Rabbit” campaign

The British luxury fashion house Burberry is renowned for its exceptionally well-crafted advertising campaigns. The brand always involves a dedicated team in its productions, creating a unique atmosphere around its latest collections. Last year, we witnessed the “The Night Before” campaign, filled with excitement and anticipation for the holidays. This time, Burberry is presenting something entirely different to the world. The 2023 campaign is inspired by the Chinese New Year and unveils a clothing collection where the rabbit motif plays a special role.

Year of the Rabbit, what changes will it bring?

On January 22, according to the Chinese horoscope, we will enter a new year, aptly named the Year of the Rabbit. This is because the Water Rabbit will be its patron. According to Chinese astrology, animal zodiac signs have shaped human destiny for thousands of years. The upcoming Year of the Rabbit is expected to be full of harmony and order; the Chinese believe it will allow us to catch our breath and pause for a moment amid the constant rush. The Year of the Rabbit is also said to bring abundance, the pursuit of passions and successes, as well as the fulfillment of dreams. All this comes after the difficult and chaotic Year of the Tiger we experienced in 2022.

It seems that this is the message Burberry is trying to convey in its latest clothing collection. It is also said that the brand is embracing a new perspective and wants to inspire its consumers with it. With the new campaign, it encourages people to “experience the extraordinary to discover confidence, passion, and creativity”. But is this utopian idea truly reflected in the pieces of the upcoming collection?

Classic monogram with a playful twist

It’s no surprise, then, that the rabbit is a key motif running throughout the entire collection, appearing in various versions inspired by popular cartoons. However, Thomas Burberry opted for an interesting and slightly playful twist. The brand’s classic monogram, designed by Riccardo Tisci, has been transformed into rabbit ears. In the latest collection, these ears adorn women’s, men’s, and children’s clothing, as well as the iconic Lola bag and accessories.

Graphic prints featuring rabbits appear on dresses with an elegant bow accent, long-sleeved polo shirts, and fitted leggings. The ultra-trendy Varsity jackets also make an appearance this season in a bold color palette of vibrant red and navy blue, with Burberry’s tribute to the Year of the Rabbit displayed on the chest. Additionally, the designer experimented with the form of the monogram itself. In some cases, the rabbit motifs are positioned back-to-back so that their ears form a heart shape, while in others, they are placed atop the Burberry logo.

This humorous redesign of the collection, however, is not the only highlight of the The Year of Rabbit 2023 campaign. Burberry’s efforts go beyond the collection itself—the brand decided to honor the Year of the Rabbit with a special video. The film features actors Qi Xi, Shi Pengyuan, and athlete Zhao Lina, with visuals crafted by director Zika Liu and photographer Sky. The triptych serves as an additional commentary on the search for freedom by the three protagonists, each engaging in a visual dialogue about creativity. The entire campaign heralds a new era of success for the British brand Burberry. The project is already receiving widespread acclaim from both critics and fashion house enthusiasts in the media.