Last year the British house introduced Riccardo Tisci as their chief creative office, paving the way for a new era of diversity and youthfulness. Ahead of his debut runway show, Riccardo re-imagined the new monogram using the founder, Thomas Burberry’s initials, ‘TB.’ The change marked a strategic move for the luxury house as it altered its logo for the first time in 20 years.
“The collection is all about celebrating the strength of the duality of a feminine and masculine energy,” Riccardo Tisci said, in a statement regarding the brand’s print.
“I thought a lot about day-dreaming reverie that I associate with summer, that time when you are drifting between reality and fantasy, and I wanted to portray the juxtaposition of the imagery.”
Supermodel Kendall Jenner stars in the campaign, shot entirely on her computer and brought to life via CGI, thanks to renowned British fashion photographer Nick Knight.
Tisci also recruited the crème de la crème of British fashion talent, including stylist Katy England and art director Peter Seville, who also designed Burberry’s new logo and TB Monogram print. With the pandemic pushing the boundaries of digital innovation, the campaign video resonates the imagery of summer to the viewer in a fantasy CGI created world inspired by swimming pools and skate parks.
Throughout the campaign videos we see Kendall transformed into CGI versions of herself, embodying four distinctive characters for womenswear and menswear from the new collection.
“Riccardo encouraged me to interpret the campaign myself, which was such an exciting opportunity! I loved being able to add my own personal touch to the campaign as I captured the collection through a series of self-portraits,” the American supermodel and reality TV star said of her experience shooting her second campaign for the British fashion house.
The campaign video was shot at home by the model on her computer with a series of fresh self-portraits bringing a sense of reality to the campaign.
Burberry introduces its second monogram collection, celebrating the heritage of its founder through a very modern lens. As a tribute to Thomas Burberry, for its collection the TB Monogram print is originally unveiled in a neutral palette of dark beige and graphite. The collection is also cast in summer inspired colors of azure blue and cobalt blue with orange stripes laid on top of the print.
The print is translated across ready-to-wear and accessories including over-sized t-shirts, track pants, dresses, bikini, tote, sunglasses and more.
Discover Burberry’s new collection, which will be available for purchase at select Burberry stores globally and online starting on July 1. The collection will also be available to purchase through FarFetch, available online on July 8.
Lead image courtesy of Instagram/burberry