Controversy for Burberry?
Burberry, the well-known luxury British brand unveiled a recent campaign on January the 3rd, which caused quite a stir especially from Chinese citizens who compared the images to 'scary Asian horror movies'.
The whole point of the campaign was to celebrate China’s most respected holiday, the Chinese New Year, commencing on the 5th of February.
However instead many felt it was just bad taste and a perfect example of a western luxury brand completely missing the point in China. The images were produced by Ethan James Green, a talented American photographer who has collaborated with other luxury fashion houses such as Marc Jacobs and Calvin Klein.
Many people have said the images present an unhappy family which results in an unhappy Burberry. Many people also have said the images could be a depressing comment on the nations sourcing economy.
Vicky Zhao and Zhou Dongyu, Burberry's new brand ambassadors, two prominent actresses feature in the campaign alongside Chinese models. They are all dressed in Burberry’s signature items including monogram scarves and trench coats.
The Chinese Lunar New Year is a vital time for luxury brands to bump up retail sales. The goal of this campaign is to increase interest of Chinese consumers to purchase the items worn by the models, however Chinese have more interest in mocking these “horrible” shots.
Words by Alice Turner
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