By Jessica Ye (Jessica Yap)
A record store. Two strangers. One song that changes the mood of an ordinary moment.
For Burberry’s 2026 Chinese Valentine’s Day campaign, ‘Love, On Repeat’, romance begins somewhere far less dramatic than a grand declaration. Instead, it unfolds through a shared interest, a familiar melody and the quiet pull of discovering something in common with another person.
Starring Burberry brand ambassador Zhang Jingyi and Burberry Beauty brand ambassador Zhang Kangle, the campaign film follows an unexpected encounter between two strangers who meet among rows of vinyl records. Their connection grows gradually across three scenes, each captured in a single take, allowing the relationship to develop naturally rather than through carefully staged moments.
Directed by Jake Erland, the film places music at the centre of the story. More than just a soundtrack, it becomes the language shared between two people, turning an everyday meeting into something worth remembering.
“Music brings people together. In our campaign, Zhang Jingyi and Zhang Kangle bring their own unique interpretations to the characters,” says Burberry Chief Creative Officer Daniel Lee.
The idea of repetition runs throughout the campaign’s title. A song played repeatedly. A memory revisited. A moment that becomes meaningful because it stays with us. It is a fitting interpretation of romance for Qixi, where tradition meets contemporary expressions of connection.
Alongside the film, Burberry introduces a Qixi capsule collection that gives familiar house signatures a playful update. A new logo featuring custom heart-shaped lettering introduces a softer seasonal expression, while the iconic Burberry Knight receives a romantic transformation, with its shield reimagined as a heart.
The collection balances festive details with everyday wearability. The men’s offering includes the lightweight nylon Clapton hooded jacket and cotton jersey separates, while women’s signature bags and dresses are refreshed in shades of pink and white.
Rather than creating pieces that exist only for one celebration, the collection continues Burberry’s exploration of how heritage codes can shift with changing moments and emotions. The Knight, the logo and the brand’s familiar silhouettes remain recognisable, but take on a lighter, more personal character.
In ‘Love, On Repeat’, Burberry captures romance through the details that often go unnoticed: the song someone introduces you to, the places where unexpected conversations happen, and the small encounters that eventually become part of a bigger story.
