LONDON, 1 JULY 2020: today, Burberry introduces its new TB Summer Monogram collection designed by Riccardo Tisci, through a unique campaign starring Kendall
Building on the house’s longstanding leadership in digital innovation, the TB Summer Monogram campaign video captures a journey from reality to fantasy, blending the rawness of real-life with the fantasy of CGI technology. Photographed in line with the COVID-19 social distancing measures, the story’s set is 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 through self-portraits four distinctive characters portrayed through a capsule of both womenswear and menswear staples.
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.
The new TB Summer Monogram collection will be available to purchase in selected 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.
To immerse yourself in the sounds of the campaign, you can listen to Burberry’s curated TB Summer Monogram Playliston Spotify.
And more, the world of the TB Summer Monogram can also be further explored via B Surf – Burberry’s new multiplayer game coming soon.
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. B Surf is Burberry’s third online game; the first game B Bounce launched in October 2019 and its extension Ratberry in celebration of Chinese New Year, launched in January 2020 – all having been developed in-house by the fashion house’s digital teams.
Chief Creative Officer Riccardo Tisci, called upon a cast of iconic British creatives including photographer Nick Knight, art director Peter Saville and stylist Katy England.
About the creative experience
“This is my second monogram collection at Burberry and 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. 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. I wanted to portray this through the juxtaposition of the imagery. Kendall captured the reality by taking real self-portraits, and Nick brought the dream to life, transforming Kendall by creating this unique digital realm.”
“It was exciting to take steps towards a sustainable future for fashion with this new Monogram CGI campaign – being able to develop last season’s Monogram imagery with the team, all from our homes, and take it into the virtual space.”
“Having had a part in the creation of the Thomas Burberry Monogram itself I love seeing it in use, particularly with this summer’s products and colourways. It was great to have the continuity of involvement but when the project began we had no idea what lay ahead… The CGI experience felt really progressive, it was great that Riccardo, Nick, Katy and myself were able to see the work evolve digitally in front of our eyes in an entirely new way, which was a very different process to shooting in a photo studio, as the possibilities are so endless!”
”Riccardo wanted to collaborate closely with me to bring this collection to life in a number of ways – he 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 that I took at home. Alongside the iconic Nick Knight, Riccardo then pushed the story into this dream-like digital world. I transformed into CGI versions of myself embodying the four characters in the campaign video – which was so fascinating to see unfold! I really loved being a part of this creative process, watching it evolve from the physical to the digital, blending reality and fantasy. It is completely my vibe – that relaxed summer spirit really resonates with me as a California girl!”
“It is fascinating to see what is possible with technology. When we create images we want to project an emotion that is spontaneous and imbued with feeling. CGI is a very different process and brilliant since it allows people to come together virtually from all parts of the globe. As we were unable to style and do looks in the usual way, during the early part of the lockdown, I styled part of it on paper and the other part at home with the help of my sons…”