Burberry withdrew the Chinese new year marketing material of creepy family photos

The campaign named “Burberry Modern New Year” received backlash online which has pressured the British luxury brand to pull the post off social media platforms. Two family portraits by the American photographer Ethan James Green were attempting to showcase generations, which is a typical and powerful relationship connection that exists especially in the Chinese family. However, the pictures were likened to horror films by Chinese internet users since none of the figures on photos looks happy in the slightest way, and the harsh criticism against the brand’s lack of knowledge with regard to the meaning of family reunions during the Chinese New Year has urged Burberry to backpedal.