Burberry's 2025 Qixi Festival Campaign Celebrates Love and Tradition

Burberry has unveiled its 2025 Qixi Festival campaign, focusing on intimate and spontaneous moments rather than extravagant scenes. The campaign features two short films starring brand ambassador Leo Wu (Wu Lei) and actor Zhang Jingyi, portraying chance encounters in outdoor settings. Wu’s film captures a seaside meeting, while Zhang’s depicts a romantic park encounter with a dog named Thomas. Alongside the campaign, Burberry has unveiled a Qixi-themed capsule collection inspired by the traditional Chinese knot. The design was developed in collaboration with faculty and students from Donghua University. The knot motif is embroidered or printed across T-shirts, cotton poplin shirts, shorts, and Italian-woven scarves.