Riccardo Tisci reimagined Burberry from the logo monogram to the store and the responsibility policy

Edited by: Fiammetta Cesana

His “Kingdom” debut collection opens on the world’s stage a new blooming season for the British heritage brand, calling for a new graphic and store identity to sustainable actions, and even more. Staring from the London Fashion Week runway, the brand confirmed that it will no longer use real fur and that it will stop the practice of destroying unsaleable products, with immediate effect as part of its five-year responsibility program. 

The flagship store in Regent Street has also been transformed by Tisci, celebrating the brand’s past and future through product. At the heart of the space is “Sisyphus Reclined”, a three-floor scaffold interactive commissioned art installation by British artist Graham Hudson. So don’t miss the last 10 days to see the installation in store: it will remain until October 26!

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New styles of the classical trenches are already loved by many celebrities, from Beyoncé, Madonna, Rihanna, to Julia Roberts, who perfectly represent the great diversity of brand casting inaugurated with Tisci. The creative director indeed is known for selecting models of multiple ethnicities, genders and identities in his shows and campaigns. He is passionate about celebrating individuality, engaging in and providing a platform for social debate.

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But the surprises of this new Burberry era are not finished… In two days the brand will launch the first monthly product releases, called “B Series”, that will take place on the 17th day of every month.

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The releases will start with a limited-edition run of a unisex white T-shirt and jersey sweatshirt featuring the TB monogram, created in collaboration with Peter Saville, already posted on social media profiles of different VIPs, and of Tisci as well. It will be available from 12:00PM (UK time) on 17 October for 24 hours exclusively through Burberry’s Instagram and WeChat accounts and for the first time through their LINE and Kakao platforms.

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