The British luxury fashion house Burberry has introduced its new Summer Monogram collection through a multi-dimensional campaign starring Supermodel Kendall Jenner.
The collection, which Chief Creative Officer Riccardo Tisci designed, features a reworked, enlarged version of the brand’s new signature of the late designer Thomas Burberry’s initials interlocking, which was created along with Peter Saville, in celebration of the brand’s founder in 2018.
The change marked the first logo alternation made by Burberry in 20 years.
The TB Summer Monogram campaign captures a “journey from reality to fantasy” by visualizing how the physical and digital can be used in tandem through the conspicuous juxtaposition of real-life images with CGI technology.
Raw self-portraits of Jenner in a plastered clad bodysuit that were shot by the model herself at home using her own computer, with the aid of photographer Nick Knight, art director Peter Saville and stylist Katy England, bring a sense of grounded physicality to the campaign and form its realistic component.
In addition to the photographic element, the TB Summer Monogram campaign also features a surrealistic video element set in a dreamlike CGI geometric world inspired by skateparks and swimming pools, which form the fantasy component of the campaign.
“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, and I wanted to portray this through the juxtaposition of the imagery,” Tisci said, in a statement regarding the campaign.
“Kendall captured the reality by taking these real self-portraits in the collection, and Nick brought the dream to life, creating this unique digital realm transforming Kendall and allowing her to explore the duality of the TB Summer Monogram collection,” Tisci added.
Within Burberry’s digital utopia, Jenner transforms into CGI versions of herself and brings to life four distinctive characters for womenswear and menswear from the new collection.
“The collection is all about celebrating the strength of the duality of a feminine and masculine energy,” Tisci said, in a statement regarding the collection.
Inspired by summer’s scorching sun, the collection features an extensive range of lightweight pieces including beach dresses, swimwear, bodysuits, leggings, hats, bags, hoodies, T-shirts, beach towels, and surfboards in a colour palette of dark beige, azure blue, graphite and cobalt blue with orange accents. The new collection is currently available to purchase online, in selected Burberry stores globally, and will be available on Farfetch from July 8.
To further blur the line between fantasy and reality, the campaign included a gaming element entitled “B Surf,” which is Burberry’s new multi-player game that is globally accessible through the brand’s website, allowing players to virtually immerse themselves in the TB Summer Monogram collection.
The TB Summer Monogram campaign serves as a testament to the British fashion house’s aptitude for digital innovation through the distinctive use of elements that showcase the power of fashion when accompanied with innovative creativity.