BURBERRY INTRODUCES ITS NEW TB SUMMER MONOGRAM COLLECTION THROUGH A UNIQUE MULTI-DIMENSIONAL CAMPAIGN
Today, Burberry introduces its new TB Summer Monogram collection, designed by Chief Creative Officer Riccardo Tisci, through a unique campaign starring Kendall Jenner. The TB Summer Monogram campaign 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 long standing 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. Within this digital realm, Kendall brings to life four distinctive characters portrayed through a capsule of both womenswear and menswear staples from the new TB Summer Monogram collection. The campaign video is juxtaposed with a series of raw self-portraits, which were shot at home by Kendall on her computer, bringing a grounding and a physicality to the campaign.
‘For me, the collection is all about celebrating the strength of the duality of feminine and masculine energy, blurring the lines and exploring this notion of youthful expression’ said Riccardo Tisci on his second monogram collection at Burberry. ‘ For the campaign, I thought a lot about that day-dreaming reverie that I associate with summer, that time when you are drifting between reality and fantasy.’
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. An ode to the fashion house’s founder, Thomas Burberry, the bold interlocking TB initials – is refreshed in a larger scale and colour palette of dark beige, azure blue, graphite and cobalt blue with orange accents. The summer-inspired collection of lightweight pieces is printed with the Thomas Burberry Monogram. ‘It was exciting to take steps towards a sustainable future for fashion with this new Monogram CGI campaign said Nick ‘ being able to develop last season’s Monogram imagery with the team, all from our homes, and take it into the virtual space.’
To amplify the digital experience, the house is additionally venturing into the gaming world through their third online game, B-Surf, which allows players to immerse themselves in the bold world of Burberry’s TB Summer Monogram campaign and to compete with friends. B Surf is a racing game on water, where players select a surfboard and dress their chosen character in outfits from the Burberry TB Summer Monogram collection, 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.
What To Expect From The Collection
The second Thomas Burberry Monogram collection, TB Summer Monogram, features a variety of lightweight pieces in bold new colourways, including beach dresses, swimwear, pussy-bow blouses, bodysuits and leggings for women, and hoodies, swimwear, shirts and shorts for men.
The summer-inspired collection features quilted towelling Lola bags in bright orange and blue, as well as e-canvas, an environmentally conscious material primarily made using renewable resources, featured on bum bags, totes and pouches. Additional accessories include Italian-woven silk scarves as well as espadrilles, sandals and sneakers. Featured in the collection is an exclusive TB Summer Monogram surfboard in partnership with Euroglass, is available in three Monogram colourways.
The new TB Summer Monogram collection will be available to purchase in dedicated TB Summer Monogram pop-ups and Burberry stores globally and online from 1 July. The collection will also be available to purchase through a global partnership with Farfetch that will be launching on 8 July.
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