Burberry unveils its new TB Summer Monogram collection with a campaign starring Kendall Jenner. The collection was designed by Chief Creative Officer Riccardo Tisci, and its release was cleverly adapted to follow appropriate social distancing measures. With art direction from Peter Saville and photography guidance from Nick Knight, Jenner shot herself on her own computer, which added a degree of raw physical realness to the dreamy collection and campaign.
In the images and video, Jenner travels through a CGI world inspired by summer sites like pools and parks. Burberry has long been a leader in the digital field—it was one of the first luxury brands to integrate social media into its marketing strategies and brand identity—so the campaign’s expression of the power of digital technology seems to be both a reflection of the current moment and an homage to the house’s long history of innovation.
The TB Summer collection pays homage to founder Thomas Burberry, and is actually the house’s second Monogram collection. The brand released its first Thomas Burberry Monogram collection in May 2019, debuting the print designed by Tisci in collaboration with Saville.
The new summer collection incorporates beige and graphite shades, but also makes use of bright cobalt and orange for a sunnier feeling appropriate for the season. Amidst standard items like hoodies and t-shirts are summer staples like men’s and women’s swimwear, beach dresses, towelling bags, and more. The collection even features an exclusive TB Summer Monogram surfboard made in partnership with Euroglass.
“[T]he 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,” Tisci said.
Burberry’s website will soon feature B Surf, a multiplayer online game that will allow brand enthusiasts to immerse themselves in Saville and Tisci’s digital ode to the sunny days of summer. Plus, the house also released a Spotify playlist to help customers have an immersive Burberry experience.
Jenner praised Tisci for his multi-part vision. “I am so excited to feature in my second campaign for Burberry working alongside Riccardo,” the supermodel said. He always has such incredibly creative ideas, he loves thinking of different, innovative ways to tell a story and that can definitely be seen in the different facets of this campaign.”
The Burberry TB Summer Monogram collection is now available online.END
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createdAt:Wed, 01 Jul 2020 20:10:00 +0000