Zhao Wei and Zhou Dongyu star in Burberry’s first Chinese New Year campaign

The campaign celebrates the family traditions and spirit of togetherness at the heart of the festive season – but with a modern twist.

In a move to attract the booming Chinese market, Burberry recently launched its first ever Chinese New Year campaign starring newly appointed ambassadors, Zhao Wei and Zhou Dongyu.

Shot and directed by New York-based photographer Ethan James Green, the campaign, aptly titled “Modern Tradition”, celebrates the family traditions and spirit of togetherness at the heart of the festive season – but with a modern twist.

Zhao Wei (left) and Zhou Dongyu debut in Burberry’s first CNY campaign

Inspired by classic portraiture, the images portray a family in an informal urban environment, juxtaposing old and new, traditional and contemporary. Each ‘family member’ is pictured wearing Burberry pieces including archive-print scarves and classic tailored trench coats contrasted with urban staples including hoodies, t-shirts and joggers – all of which are available online and in-store now.

“The campaign draws on the concept of families reuniting for the most important holiday of the year, and represents a sense of belonging, but in a very fresh way. It was great fun being back on set with Zhou Dongyu – I enjoyed it very much!” Zhao said of her campaign debut.

For Zhou, it was the campaign’s subliminal message that struck a deeper chord. “A family portrait is a very simple concept, but the ceremonial sense behind it holds so much more. For me, being able to go home once a year to spend quality time with my family is something I value above all else, and I wouldn’t trade it for anything,” she said.

See more campaign images below.