Burberry

Dec 2024

For its 2024 Year of the Snake campaign, Burberry leans into a sophisticated fusion of heritage and contemporary symbolism, orchestrating a visual narrative that resonates with both cultural tradition and modern luxury fashion house aesthetics. Under the creative direction of Daniel Lee, the campaign translates the themes of the zodiac year through a lens of editorial minimalism and bold color theory. The execution relies on a recurring, vibrant palette of signature Burberry red, contrasted against deep blues and neutral tones, to highlight the collection's focus on tactile craftsmanship. Photographed by Walter Pfeiffer, the imagery employs both sharp studio strobe lighting and soft natural light to emphasize the textures of knitwear, plaid textiles, and pebbled leather accessories. The creative collaboration with artist Qian Lihuai manifests in intricate, circular wicker and bamboo sculptural elements, which serve as organic frames for subjects like model Zhang Jingyi. By blending industrial geometry—such as slatted blinds and lattice structures—with the iconic tartan check, the campaign strikes a balance between formal symmetry and energetic movement. This series avoids the predictable by prioritizing refined tailoring and subtle, snake-themed embroidery over literal iconography, successfully maintaining the brand's elevated identity while embracing the celebratory nature of the Lunar New Year through a distinctly curated, high-fashion lens.

Editorial, Editorial, Commercial, Commercial

Studio strobe

Luxury Fashion Houses, Fashion