TB Summer Monogram: Burberry’s All-Digital Post Pandemic Fashion Approach

Stylistic renewal also in the Burberry house for this unprecedented Summer 2020. The iconic English brand, directed by the beloved Riccardo Tisci has chosen to create a new logo: Thomas Burberry Summer Monogram is the name of the pattern that in a few days has already made the fashion victims from all over the world fall in love, the super DJ Peggy Gou included. Designed by creative director Tisci together with art director Peter Saville, TB Summer Monogram has a pop and unconventional attitude. The intertwined initials of the founder, Thomas Burberry meet a chunky font and mix with typically summer nuances such as dark beige, cobalt blue, graphite and flashes of neon orange. The collection in which it is the protagonist is composed of light pieces that recall iconic shapes of the brand and new trendy garments such as lycra leotards, rubber sandals, leggings, bikinis and irresistible accessories such as teddy bags and fanny packs.

But what is the real news brought by the TB Summer Monogram? The all 2.0 approach typical of the era in which we live, especially post-pandemic. In fact, the campaign was conceived as a “journey from reality to fantasy” that merges real-life with CGI (Computer Generated Imaginary) technology. We could only expect something like this from Tisci’s iconic disruptive mind, which has also managed to make a traditional brand like Burberry a leader in the fashion innovation sector. The video created by photographer Nick Knight blends the naturalness of the real shot with the fantasy of the geometries. The face of the campaign is the supermodel Kendall Jenner who moves within this digital realm wearing both male and female garments, giving life to 4 different characters. The video is accompanied by selfies taken by the model herself in her home, to give a sense of unmistakable naturalness to the entire communication project. The collection will be available in selected Burberry boutiques and online on the brand’s website from 1 July. From today instead, Wednesday 8 July, thanks to a global partnership, the collection will also be sold on farfetch.com