Burberry launches campaign for next month’s Chinese Valentine’s Day

China’s a major focus for Burberry and remains a key part of the London fashion house’s ongoing comeback. So it’s no surprise its latest campaign targets its youth market and in particular Chinese Valentine’s Day on 29 August.

Called ‘Love, unexpected’, the campaign’s accompanied by a special capsule collection which features a ‘knot’ concept, co-created with professors and students from Donghua University.

In addition to celebrating Chinese Valentine’s Day, the partnership also “revitalises traditional handicrafts in the context of a modern fashion collection”. So the central emblem is inspired by knotting, “a time-honoured craft in Chinese culture that carries many positive meanings and values”.    

The embroidered knot therefore features on a range of products, including T-shirts, cotton poplin shirts and shorts, as well as scarves made in Italian-woven silk.

The wider campaign focus unites Burberry’s “expertise as a global luxury brand” with Donghua University’s “strengths in fashion education”, with the partnership “empower[ing] the next generation of Chinese creative talent by presenting them with a real industry brief that enhances both their creative and commercial skills”. 

Burberry’s relationship with Donghua University stems from its partnership with the Shanghai Youth Development Foundation where it’s one of the participating universities supported by the Burberry Youth Entrepreneurship Fund.

“We believe in the power of nurturing young creative talent. This initiative underscores our commitment to empowering youth, providing not only theoretical knowledge but also hands-on experience and insights crucial for shaping the future of fashion and luxury”, said the house.