BEIJING, April 16, 2024 /PRNewswire/ -- Burberry will exhibit at the 4th China International Consumer Products Expo (Hainan Consumer Expo) from April 13 to 18. Celebrating the brand's heritage and heritage, Burberry presents a selection of vintage and new-season products with a focus on the iconic trench coat, recalling the brand's storied history and selected designs.
Yunxin Cheung, Chief Executive of Burberry China, said: "Over the past four years, the Expo has grown into the largest consumer goods expo in the Asia-Pacific region, playing an important role in stimulating domestic demand and boosting consumption, and reaffirming China's determination to continue to open up to the outside world at a high level. We are honoured to be working with the Expo since its inception and look forward to further showcasing the Burberry brand through this platform and building a stronger connection with Chinese consumers." ”
Burberry showcases its groundbreaking Gabardine fabrics, ingenious designs and signature Burberry checks through the Trench Coat to bring visitors a vivid and immersive brand experience. Also on display are Burberry's latest designs, including new-season ready-to-wear, bags and footwear collections. The booth also featured a selection of images from the 20th century onwards, reflecting Burberry's brand philosophy of enabling people to move freely in their outdoor spaces free from the unpredictable effects of the climate.
1980s cotton-blend trench coat
In terms of booth design, Burberry paid homage to the brand's history with a modern design language that interpreted the equestrian knight logo, an iconic symbol of the brand, through a fresh and deconstructive perspective. The equestrian knight logo has also been a key inspiration for Burberry's Chief Creative Director, Daniel Lee, who has been the inspiration for the brand's new aesthetic since he joined the brand in October 2022.
This is the second year that Burberry has launched the Hainan Green Ecology Project. Officially launched in November 2022, the project has carried out ecosystem restoration work in important ecological function areas in Hainan, and has achieved remarkable results in protecting the island's tropical rainforest, mangrove ecosystem and biological habitat. In the past year, the project has added and restored a total of 76 acres of mangrove forests, and improved and restored a total of 900 acres of tropical rainforests by clearing and removing invasive harmful species in the Wuzhishan Tropical Rainforest National Park in Hainan. In addition, the project also carried out activities such as tropical rainforest and mangrove science popularization and ecological protection publicity and education through the youth channel of Hainan Radio and Television Station, and enhanced the ecological protection awareness of primary and secondary school students in Hainan Province through a combination of online and offline forms such as real-life classes and theme competitions.