The Burberry Lunar New Year 2024 campaign unfolds amid the busy streets of Chengdu, telling a story all in vivid red hues and radiating happiness and luck. The captivating elegance of model He Cong and the powerful presence of brand ambassador Tang Wei bring this story to life.

The collection's theme unifying element is the colour red, which was selected for its symbolic meaning of success and wealth as well as its cultural resonance. The brand's spring 2024 ad continues the storyline introduced in the Lunar New Year collection.

Daniel Lee's design philosophy is a fashion conversation between Burberry's rich history and the current state of the industry. Lee's reinterpretation of the classic trench coat checks, combined with the debut of innovative eyewear, combines history with the newness of the year.

The houndstooth check transforms into a dainty seasonal rose design, and the fabric's timeless integrity blossoms with a new romanticism, offering a modern take on British wardrobe icons.

Through his photography and film, Ryan McGinley portrays this voyage, capturing a timeless elegance against the modern vitality of the metropolis. The Burberry Lunar New Year 2024 collection is a mosaic of avant-garde design and cultural tribute, set against the backdrop of Chengdu's streets.