Following popular opinion, Burberry is the pinnacle of quintessential British fashion. It’s the powerhouse that is home to the globally recognised tartan print and iconic trench coat, styled by iconic stars of current and late, including Audrey Hepburn and Rihanna. While it continues to uphold its intrinsic heritage of an elegant and sophisticated approach to its design, the appointment of Chief Creative Officer Riccardo Tisci took the brand in a new direction to inject a modern-day twist, along with its iconic trademark check.

Powering through the new adaptions of the digital world, the British luxury brand launched their TB Summer Monogram collection this week, paired with an unconventional geometric campaign video featuring a CGI adaptation of Kendall Jenner. To present their latest collection Kendall also brought her CGI character to life and fashioned her own at-home campaign, taken on her laptop. If taking a selfie wasn’t already hard enough.

Kendall for the TB Summer Monogram campaign/ Official Burberry Youtube Channel

The inspiration for the collection is derived from the motivation to ‘embody the free spirit and optimism of summer’ through each piece. Something which we need to be reminded of. To capture the energy of this collection Tisci worked with creatives like photographer Nick Knight, art director Peter Saville, and stylist Katy England to capture the collection and present it in their most inventive campaign video yet. A play on VR and realism.

The collection sparks a contrast between feminine and masculine design as each piece is adorned in a large print of the intertwined TB logos, featured in a striking colour palette of cerulean blue, beige tones, and notes of bright orange. Not only honouring its creator and original design, Thomas Burberry, but bringing liveliness and innovation to this latest collection.

The extensive collection is ready-to-wear, so features a versatile array of vivacious summer apparel such as a silk slip dress, poplin shirt, swimwear, and a unisex hoodie. As well as accessories essential for summer; a fold-over cobalt shoulder bag, a duo of espadrilles, and B Motif Square Sunglasses. And of course, the collection wouldn’t be completed with a couple unique, limited-edition pieces such as a £3,490 surfboard and monogram bucket hat.

If the collection launch couldn’t get any more eccentric, they also released their third video game, named ‘B-Surf’ in light of the monogram collection. Allowing players to dress up their character in TB attire and put their virtual surfboard to the test. Fair to say Burberry have embraced the new-found love for the digital world.

The TB Summer Monogram Collection is available to shop on the Burberry website now.

Words by Clare Stephenson

Graphics by Sara Carpiniello

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