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Burberry unveils Year of the Rabbit 2023 campaign

Tom Shearsmith
04 January 2023

Burberry is building upon its spirit of adventure and has revealed its Year of the Rabbit 2023 campaign, a celebration of taking a leap into the unknown.

Inspired by the Year of the Rabbit, the exclusive collection features the Thomas Burberry Monogram playfully reimagined with rabbit ears. This is adorned on womenswear, menswear and childrenswear, the signature Lola bag, accessories, cashmere and silk scarves.

The rabbit is a key motif running throughout the collection, including cartoon-inspired iterations: some positioned back-to-back so that the ears meet to form a heart shape whilst others sit atop the Burberry logo.

The campaign stars actors Qi Xi, Shi Pengyuan and sportswoman Zhao Lina. In a triptych of films, each individual is on a journey through open spaces offering the chance for a new perspective and the opportunity to find confidence, passion and creativity in themselves.

Late last year, Burberry reported a 11% increase in revenue to £1.34 billion for the first half ending 1 October 2022. The company opened or renovated 22 stores in the first half and plans to open or refurbish 65 stores in Burberry's new concept.

Burberry also revealed its new strategy to drive continued revenue growth. Within this, the company plans to "harness the power of the brand, bring all product categories to full potential, grow customer lifetime value and provide seamless execution".

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