For 2019, the Year of the Pig, London-based British luxury fashion house Burberry launched its first-ever Chinese New Year campaign, targeting the growing luxury market in China. The campaign, shot and directed by American photographer Ethan James Green, stars Chinese actresses and new brand ambassadors alike in familial scenes that represent themes like kinship, brotherhood, generations and togetherness.
To support its first Chinese New Year campaign, Burberry created 'The Belt' handbag in red, a color that symbolizes happiness and good fortune. Naturally, this bright hue is prominently featured throughout the portrait-style campaign images from the luxury fashion house.
For many brands, this traditional Chinese holiday is one of the most important times of the year to develop unique, giftable products.