Today Burberry unveiled its latest Chinese Valentine’s Day campaign: Love, unexpected. The campaign is accompanied by a Chinese Valentine’s Day capsule collection, which features a ‘knot’ concept co-created with professors and students from Donghua University.
Uniting Burberry’s expertise as a global luxury brand with Donghua University’s strengths in fashion education, the partnership empowers the next generation of Chinese creative talent by presenting them with a real industry brief that enhances both their creative and commercial skills. In addition to celebrating Chinese Valentine’s Day, the partnership also revitalizes traditional handicrafts in the context of a modern fashion collection.
The knot concept, co-created with professors and students from Donghua University, features within Burberry’s Chinese Valentine’s Day capsule collection as an emblem embroidered on a range of products, including T-shirts, cotton poplin shirts and shorts, as well as scarves made in Italian-woven silk. The emblem is inspired by knotting, a time-honoured craft in Chinese culture that carries many positive meanings and values.
The relationship with Donghua University stems from Burberry’s partnership with the Shanghai Youth Development Foundation where Donghua University is one of participating universities supported by the Burberry Youth Entrepreneurship Fund. The Fund was established in 2022 to provide support, mentorship and resources for student start-ups and entrepreneurial initiatives.
‘We are delighted to deepen our partnership with Donghua University, building upon the momentum of our successful collaboration since 2022. At Burberry, 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.’
The knot concept and capsule collection come to life in the form of two campaign films, starting as all great love stories do: a couple, a meet-cute and unpredictable weather.
In the films actors and Burberry brand ambassadors Wu Lei and Zhang Jingyi find joy in spontaneous outdoor moments, when a gust of wind or the pouring rain lead to an unexpected gesture of love.
Over the years, both Wu Lei and Zhang Jingyi have captivated audiences with nuanced performances across a range of film and TV roles; their approaches to acting, along with a deep understanding of characters, have earned them widespread recognition.
Students at Donghua University working on the knot concept
‘In recent years, Donghua University has been dedicated to empowering new productivity through design, advancing interdisciplinary integration, and forging a cross-disciplinary ecosystem that aligns with international frontiers while driving industrial upgrading. The long-term collaboration between Donghua University and Burberry stands as a pivotal achievement in the university's efforts to deepen the development of its "Textile + Fashion" discipline cluster.’
Burberry is a British luxury brand headquartered in London, UK.
Founded in 1856, Burberry is listed on the London Stock Exchange (BRBY.L) and is a constituent of the FTSE 250 index.
BURBERRY, the Equestrian Knight Design, the Burberry Check and the Thomas Burberry Monogram and Print are all trademarks belonging to Burberry.
Donghua University (DHU) is one of the University that Burberry supports through Burberry Youth Entrepreneurship Fund, which was established in November 2022. DHU, formerly known as China Textile University, has a rich history dating back to its founding in 1951. It is one of China's National Key Universities, operating directly under the Ministry of Education.
Guided by the motto of Virtue, Erudition, Aspiration, and Earnestness, DHU has evolved into a multidisciplinary institution of high repute, with a particular focus on textiles, materials, and design.
