Burberry unveils Year of the Rabbit campaign, celebrating spirit of adventure

By

Sandra Halliday

Published
Jan 4, 2023

Burberry has unveiled its Year of the Rabbit campaign at a crucial time as the world sees its first almost-normal Lunar New Year since 2019 and it’s the first time Chinese shopping tourists have been able to travel in large number for three years too.

The campaign builds on the brand’s “spirit of adventure, a celebration of taking a leap into the unknown”.

It stars actors Qi Xi, Shi Pengyuan and sportswoman Zhao Lina and was captured by video director Zika Liu and photographer Sky. 

There’s a triptych of films, in which each individual “is on a journey through open spaces offering the chance for a new perspective: the opportunity to experience the extraordinary to find confidence, passion and creativity”.

Burberry frequently focuses on open spaces in its marketing campaigns.

Meanwhile, the accompanying exclusive collection features the Thomas Burberry Monogram “playfully reimagined” with rabbit ears. This can be see on womenswear, menswear and kidswear, as well as on the signature Lola bag, accessories, cashmere and silk scarves.

The rabbit runs throughout the collection, including cartoon-inspired versions with quirky stylistic touches such as back-to-back rabbits whose ears meet to form a heart shape, or others sitting atop the Burberry logo.

The TB monogram is one of the key introductions of the Riccardo Tisci era and looks set to remain focal point for special collections under his successor Daniel Lee.