Burberry with new campaign , “Year of Rabbit”.

British luxury fashion house Burberry is known for its extremely thoughtful advertising campaigns. The brand always involves a staff of people in its productions and builds a unique atmosphere around its latest collections. Last year we witnessed the campaign, “The Night Before”, full of excitement and anticipation for the holidays. This time Burberry presents the world with something completely different. The campaign for 2023 is inspired by Chinese New Year and reveals a clothing collection in which the rabbit motif plays a special role.

Year of the Rabbit, what changes will it bring?

Already on January 22, according to the Chinese horoscope, we will enter another year, called, not coincidentally, the Year of the Rabbit. And this is precisely because the water rabbit will be its patron saint. According to Chinese astrology, the animal signs of the zodiac have been arranging human destiny for thousands of years. The upcoming Year of the Rabbit is supposed to be full of harmony and order, according to the Chinese it will allow people to catch their breath, to pause momentarily in the constant rush. The Year of the Rabbit is also expected to bring abundance, the realization of passions and successes, and the fulfillment of dreams. And all this after the difficult and chaotic Year of the Tiger we experienced in 2022.

It seems that this is the message Burberry is trying to reflect in its latest clothing collection. It is also said that the brand welcomes a new perspective and wants to infect its consumers with it. With the new campaign, it is urging “experience of the extraordinary to find confidence, passion and creativity.”. But is this utopian guiding principle evident in the clothes of the upcoming collection?

Classic monogram in a fun twist

So no one will be surprised that the rabbit is a key motif running throughout the collection, in various versions inspired by popular cartoons. Thomas Burberry, however, put an interesting and somewhat playful touch. Well, the brand’s classic monogram designed by Riccardo Tisci, converted to rabbit ears. In the latest collection, they are to adorn women’s, men’s and children’s clothing, but also the iconic Lola bag and accessories.

Graphic prints depicting rabbits appear on dresses with an elegant bow accent, long-sleeved polo shirts and fitted leggings, among others. Also, the extremely fashionable varsity jackets appear this time in a strong color palette, bright red and navy blue, with Burberry’s tribute to the Year of the Rabbit visible on the chest. In addition, the designer experimented with the form of the monogram itself. Thus, some of the rabbit motifs are set back-to-back, so that the ears merge into a heart shape, while others sit on top of the Burberry logo.

However, this humorous redesign of the collection is not the only showcase of the campaign The Year of Rabbit 2023 Burberry’s efforts go deeper than just the collection – the brand decided to honor the Year of the Rabbit with a video clip. The video features actors Qi Xi, Shi Pengyuan and sportswoman Zhao Lina, and the images were shot by director Zika Liu and photographer Sky. The triptych provides additional commentary on the three protagonists’ search for freedom, as they each engage in a visual dialogue about creativity. The entire campaign heralds a new era full of success for British brand Burberry. The media is already showing praise for the project by both critics and supporters of the fashion house.