The arrival of Riccardo Tisci as Chief Creative Officer of Burberry in 2018 marked a new era of Burberry. Applying the creative’s sartorial edge and streetwear aesthetic developed during his time at Givenchy, the designer paved the way for a rework of the iconic check pattern as well as a bold new monogram. First unveiled on the seasonal 2019 runways and again for the ‘B Series’ – a cult collection of basics emblazoned with the TB letters – the new-age monogram is getting another refresh for Summer 2020.
Revealed in what has been described as a multi-dimensional campaign, it captures a journey from reality to fantasy, blending the rawness of real-life capture with the fantasy of CGI technology. Building on the house’s longstanding leadership in digital innovation, the campaign video is set in a dreamlike CGI geometric world inspired by skateparks and swimming pools – embodying the free spirit and optimism of summer. Starring Kendall Jenner, four distinctive characters are brought to life through a capsule of both womenswear and menswear staples from the new TB Summer Monogram collection. And in a COVID-19 world, campaign images are entirely shot through self portraits on Jenner’s home computer.
To bring this campaign to life, Riccardo called upon a cast of iconic British creatives including photographer Nick Knight, art director Peter Saville and stylist Katy England. In an ode to the fashion house’s founder, Thomas Burberry, the bold interlocking TB initials – created by Riccardo and Peter Saville in 2018 – is refreshed in a larger scale and colour palette of dark beige, azure blue, graphite and cobalt blue with orange accents.
In addition to and forming another dimension to the Summer campaign, Burberry will launch ‘B Surf’, the house’s next venture into gaming, allowing players to immerse themselves in the bold world of Burberry’s TB Summer Monogram campaign and to compete with friends. Featuring clothing from the forthcoming TB collection, users will select a surfboard and outfit before challenging their friends to race around a TB-shaped track. A remote multiplayer feature allows users to connect and compete with friends across the world.
Exclusive Burberry prizes are available to be won in a raffle every day for the first two weeks of launch, including one limited- edition TB surfboard and a number of TB Summer Monogram bucket hats. The prizes are available in the UK, USA, Canada, China, Japan and Korea.
B Surf is the third game from the British fashion house.
The new TB Summer Monogram collection will be available to purchase in dedicated TB Summer Monogram pop-ups in the Burberry Pacific Place store in Hong Kong and the Galaxy Macau store in Macau, as well as in selected Burberry stores globally and online from July 1. The collection will also be available to purchase through a global partnership with Farfetch that will be launching on July 8.
Learn more on the Burberry website, here. Immerse yourself in the campaign soundtrack below.