Burberry Reveals its Year of the Rabbit 2023 Campaign
Director Zika Liu and Photographer Sky traverse physical space and temporal conventions to reveal a campaign defiant of a singular reality—a single possibility.
Leaping into the new year, Burberry taps into the orbit of the Year of Rabbit with its latest capsule collection.
Director Zika Liu and Photographer Sky traverse physical space and temporal conventions to reveal a campaign defiant of a singular reality—a single possibility. The film’s swift kineticism calls forth a sensation of possibility through passion and creativity.
Phalanxes of rabbits confront the gaze of onlookers, forming hearts with their giant ears. The collection’s rendition of the recurring rabbit motif exemplifies Burberry’s seamless marriage of whimsicality and sophistication. The extension of this harmonious balance can be observed throughout the collection with modified house codes, such as the eponymous monogram now featuring rabbit ears and playful rabbit graphics. Varsity jackets and Italian woven silk evoke images of renewal and youth, perfect to transition into spring.
Menswear in the collection follows the same thread as it parallels the house’s newfound love affair for streetwear and sporty aesthetics. Fleece, puffer, and varsity jackets are revamped with appliquéd, embroidered, and printed graphics commemorating the Year of the Rabbit and the British heritage house’s monogram. Urban chic elements such as hoodies, jogging pants, and an intarsia-knitted oversized sweater are also critical staples of its new collection.
A Lunar New Year collection wouldn’t be complete without accessories to heighten the visual celebration Burberry has conceived. Rabbit ears are found peering at every edge of cashmere scarves drenched in its characteristic dark birch brown Burberry check, baseball caps in white fleece, and red and black gabardine wool beanies with glistening black crystal embellishments.
Featuring fresh talent Qi Xi, Zhao Lina, and Shi Pengyuan, the campaign’s spectators are submerged in a field of renewed grace and purity as our gaze shifts between overlapping sensory rabbit holes. Weaving through different narratives using motion, Zika Liu isolates our field of vision to introduce Burberry’s campaign in a multi-dimensional experience, merging the dreamer with the realist.
Swiftly chasing and leaping through different fields of consciousness, Burberry’s campaign reminds us that the goal is not most important; it is the pursuit through expression that molds our identity as we embark on the Year of the Rabbit.
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