Fashion Inspired Romance Campaigns

Burberry Unveiled Its Love, on Repeat Chinese Valentine's Film

Burberry unveiled 'Love, on Repeat,' a Qixi-inspired short film starring brand ambassadors Zhang Jingyi and Zhang Kangle. Directed by Jake Erland, the film explores how music brings strangers together. Shot across three single-take scenes, it follows two characters who meet in a record store and grow closer through their shared love of music.

The campaign has launched alongside a Chinese Valentine's Day capsule that features a custom heart-shaped logo and a reimagined Burberry Knight shield transformed into a heart motif. The collection includes the lightweight nylon Clapton hooded jacket, cotton jersey separates for men and signature bags and dresses reimagined in seasonal pink and white tones for women.

Burberry shows how grounding a Western luxury brand in a distinctly Chinese romantic tradition can create emotionally resonant storytelling without diluting its core identity.

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