Honouring the Year of the Snake, luxury brand Burberry unveils a capsule collection in collaboration with the renowned bamboo-weaving artist, Qian Lihuai. The collection includes outerwear, a trench dress and jersey separates, and can be accessorised with a silk or cashmere scarf, hats and a bag charm.
Burberry Unveils A Capsule Collection To Celebrate The Year Of The Snake
Grounded in red, symbolic of prosperity in Chinese culture, the capsule introduces a seasonal iteration of the Burberry Check, as well as a B snake motif, to honour the lunar year. The collection includes outerwear, a trench dress and jersey separates, and can be accessorised with a silk or cashmere scarf, hats and a bag charm. The inclusion of gift-friendly scarves and bag charms will appeal to new consumers participating in Lunar New Year celebrations. The capsule and accompanying campaign is indicative of a shift toward more expressive cultural authenticity.
Burberry has partnered with Qian Lihua, one of the most influential bamboo-weaving artists in China. Weaving is intrinsic to Burberry’s heritage, from the innovative open and reticular weave of the signature gabardine to the Burberry Check scarf. The collaboration with Qian is perfect as he hails from a family with a rich history in bamboo weaving.
‘I’ve always been drawn to Burberry’s signature patterns, and it struck me how the textures and colours have an extraordinary resemblance to the intricate designs found in bamboo weaving. It feels like a natural connection,’ says Qian Lihuai.
Qian has crafted a collection of nine bamboo art sculptures for Burberry, the ‘Us’ series, which feature in a campaign starring Brand Ambassador Zhang Jingyi and shot by photographer Walter Pfeiffer, as well as the windows of key flagships in China.
Burberry’s partnership with Qian Lihua bridges British fashion heritage with Chinese artisanal tradition, aligning the luxury brand’s weaving legacy with Qian’s bamboo artistry and affirming its appreciation for craft. Handwoven and shaped into abstract serpentine forms, they stand as individual pieces with their own story yet interconnect like family ties, embodying themes of love, care and support, which are central to the Year of the Snake.
‘The Year of the Snake is a new beginning, a moment to open a fresh chapter. For me, the best part of this time of year is gathering with loved ones, sharing good food and conversation, and soaking in the festive warmth. Shooting Burberry’s campaign gave me a similar sense of connection, especially collaborating with photographer Mr. Walter [Walter Pfeiffer] and the intricate bamboo art installations by artist Qian Lihuai. Creating unique festive memories with Burberry was an absolute joy,’ says Zhang Jingyi, Brand Ambassador.
This emphasis on cultural collaborations deepens Burberry’s relationship with Chinese consumers and also showcases it as a global luxury fashion brand that is sensitive to local traditions.
Burberry Unveils A Capsule Collection To Celebrate The Year Of The Snake
Related Article: Gucci celebrates the Lunar Year
Burberry Market Share
Burberry, a quintessentially British brand, was established in 1856 by Thomas Burberry. Known for its iconic trench coats and distinctive check pattern, Burberry has a rich heritage that combines tradition with modernity. Thomas Burberry invented gabardine, a waterproof fabric that revolutionised outerwear. This led to the creation of the trench, which became a staple for British officers during World War I, and has since evolved into a fashion icon.
Throughout its history, Burberry has maintained a commitment to quality and craftsmanship while embracing contemporary trends. Its turbulence in recent times is attributed by the company to moving too far from its core. The brand expression focused on modern, seasonal fashion with a niche aesthetic at the expense of celebrating its heritage. Consequently, Burberry’s offer was skewed to a narrow base of luxury customers.
“My first few months have reaffirmed my belief that Burberry is an extraordinary luxury brand, quintessentially British, equal parts heritage and innovation. Burberry’s original purpose to design clothing that protects people from the weather is more relevant than ever. Our recent underperformance has stemmed from several factors, including inconsistent brand execution and a lack of focus on our core outerwear category and our core customer segments. Today, we are acting with urgency to course correct, stabilise the business and position Burberry for a return to sustainable, profitable growth,” says Joshua Schulman, CEO, Burberry.
“We have a powerful brand with broad appeal among luxury customers, authority in the outerwear and scarf categories which have remained resilient through this period, and a strong presence in all key luxury markets. Now, we have a clear framework to reignite brand desire, improve our performance and drive long-term value creation.”
Unique Facts and Figures
- Burberry was founded by 21-year-old entrepreneur Thomas Burberry, in 1856. He opened his first shop in Basingstoke, Hampshire, focusing on creating practical yet stylish outerwear.
- The famous Burberry trench coat was initially created for British soldiers during World War I. The coat’s epaulettes were designed to hold military equipment, and the D-rings were used for carrying grenades.
- Burberry revolutionised the fashion industry by inventing gabardine, a durable, waterproof, and breathable fabric. This innovation made Burberry a favourite among explorers, adventurers, and outdoor enthusiasts.
- Burberry has a longstanding relationship with the British Royal Family. In 1955, Queen Elizabeth II granted Burberry a Royal Warrant, which it has held ever since. Prince Charles has also granted the brand his own Royal Warrant.
- Burberry’s signature “Nova Check” pattern was originally used exclusively for the lining of the trench coats. It wasn’t until the 1960s that the pattern appeared on scarves, bags, and other accessories.
- In the early 2000s, Burberry became a victim of its popularity when counterfeits flooded the market. The brand underwent a rebranding campaign, moving away from exposure and focusing on premium pieces.
- Burberry has a connection to aviation history. In 1914, the brand outfitted pilot Claude Grahame-White in gabardine flight suits for his adventures, cementing its association with innovation and exploration.
- In 2018, Burberry underwent a brand overhaul, including updating its logo for the first time in two decades. The new minimalist design, created by graphic designer Peter Saville, reflects Burberry’s modern vision.
- The brand played a major role in popularising khaki by introducing the shade in its military outerwear and later in its high-fashion collections. Today, khaki remains a cornerstone of the brand’s aesthetic.
- Burberry became the first luxury brand to livestream a runway show. In 2010, it showcased its collection in real time, setting a new standard for the fashion industry’s digital presence.
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Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
