Burberry has long been synonymous with checks: a Scottish tartan of a beige base emphasized with red, black and white. Last May, the British luxury house tapped Riccardo Tisci as their chief creative officer, ushering an era of diversity aimed towards a youthful audience without losing its rich heritage. Ahead of his debut runway show, Tisci introduced the new monogram using the founder, Thomas Burberry’s initials, TB. The change marked a strategic move for the company, who had last changed its logo nearly two decades ago.
Created by British art director and graphic designer Peter Saville, the interlocked initials in white and orange over a honeyed background soon found its way into key pieces in new collections – printed silk shirts and hardware of handbags. “When I first started at Burberry, I spent a lot of time in the archives researching the rich history of the house. I quickly became very interested in Thomas Burberry and who was not only as an inventor and innovator, but also was as a man, a husband, and a father. When I saw an image of his initials, the design felt so special and actually very modern, so I quickly developed it into a new code for the house. It’s a symbol that not only embraces Burberry’s heritage but also feels very contemporary,” said Tisci.
Today, the fashion house introduces its first monogram capsule collection, celebrating the founder and the brand’s heritage through a distinctly modern lens. “Riccardo and I worked together to update Burberry’s graphic identity last year and it is so exciting and rewarding to see the monogram find its way into this product range in such a distinguished way,” said Saville. The print is translated across ready-to-wear and accessories, including oversized t-shirts, cotton-piqué polo shirts, track pants, nylon bomber jackets, a silk chignon, cashmere football scarf, bikini, tote, sunglasses and more.
“What I wanted to do with the collection was to celebrate the breadth of who we speak to as a brand. Alongside some of the most talented creative icons of today and tomorrow, I am so proud of what we achieved together with this campaign,” the chief creative officer explained.
The collection is captured via its campaign shot by Nick Knight featuring Gigi Hadid – a first for the supermodel. For the campaign, we see the Palestinian-American model play multiple roles of a girl, boy, lady, and gentleman – the four distinct characters at the heart of the fashion house. “I have always loved and respected Riccardo’s work, and I feel so honored and grateful that he trusted me with this project. The second I heard the creatives for this shoot, I understood how I wanted to bring that to life and show different sides of myself through each character,” said Hadid of her debut Burberry campaign.
Tisci who is known for turning streetwear into a covetable luxury trend introduces backpacks, bum bags, baseball caps, beanies, socks, barrel bags, and sneakers via the collection that hits select Burberry stores and online on 22 May.