Falling on February 12, Chinese New Year 2021 is quickly approaching, marking the transition from the Year of the Rat to the Year of the Ox. In the lead up to celebrations, it’s become a tradition for luxury fashion brands to find ways of honouring Chinese culture.
This year, Burberry has come in full force by releasing a short film that’s just over six minutes long of stunning visuals, entitled, A New Awakening. Directed by Derek Tsang and developed by BBH China, the film is a picturesque representation of spring and self-discovery.
The film features Burberry brand ambassadors, Zhou Dongyu and Song Weilong, who are both finely decked out in Burberry’s limited-edition capsule collection. The timeless Burberry check can be seen on staples such as trench coats and sports-influenced pieces, all of which are inspired by the Ox, a zodiac sign associated with the earth: powerful and calm.
“Nature, to me, is what keeps things balanced. I have spent lots of time just gazing out at all the nature and beauty before my eyes. It’s always calming and humbling. For the Year of the Ox, I just wish for health and happiness for everybody,” expresses Dongyu.
The Storyline
A New Awakening grasps the true essence of China’s Lunar New Year, celebrating the coming of spring by paying tribute to nature through the five senses. The story follows a journey of discovery and renewal, played mostly by the striking actress, Dongyu, facing bittersweet feelings throughout life.
The initial scene captures a young girl exploring the outdoors in her rural village, before sitting down to observe tea blooming and steaming throughout the family home. Her mother tells the story of what spring looks like in the outside world. The enchanting visuals portray pure and relatable experiences, from the moment strangers become friends, to the wholesome love and painful loss of romance – ‘there is no sweetness without bitterness’.
The film is beautifully scripted with emotion: ‘The most memorable scent will forever be…the unrivaled scent of family’. Like the seasons, life is a constant repetition and, throughout the ups and downs, it can be filled with optimism and nurturing relationships.
Riccardo Tisci, Italian fashion designer and Burberry’s chief creative officer, has always found inspiration in nature and its energy. He explained in a press statement: “This film really represents our connection as humans to the outside world and the journeys we take in life, always discovering new things in both our environment and also in ourselves. I truly believe in renaissance: rebirth and new beginnings. For the new year, I think we all want to find love, balance, strength and hope – this is the real beauty in life.”
Kelly Pon, chief creative officer at BBH China, commented: “It’s important for the brand to reflect and remind our audiences that new awakenings and discoveries can still be had, albeit from within, as long as we embrace the spirit of exploration and adventure… and this is a message that only Burberry, a brand steeped in a history of designing and providing clothing for fearless explorers, can tell.”
From classic to contemporary, the quintessentially British brand continues to explore symbolic Chinese culture for all consumers. The creative collaborations associated with the short film are wonderfully crafted. In all stages of life, one should cherish innocence, embrace the impending arrival of the seasons and explore the unknown with childlike curiosity. Welcoming perfections and imperfections of all generations can be learned in time with an open heart and mind.
Burberry’s spring awakening is a moving piece of excellence. With any luck, this delightfully captivating debut and the Year of the Ox are positive representations of what’s to come for 2021 – reassuring strength and determination in uplifting adventures of self-discovery.
