Carla Chahrour

Burberry revealed on social media the next chapter of its TB Summer Monogram campaign: a free-spirited exploration of optimism, escapism and the fashion house’s heritage of the outdoors, captured through three vistas featuring the Thomas Burberry Monogram.

(Burberry)

The most recent chapter of its summer campaign celebrates the beauty present within unique regional landscapes of unexpected sites in the United Arab Emirates, China and Mongolia in a series that navigated through the sand, sea, and sky.  

Sand Inscriptions

The sand series took place across the arid desert landscape of Dubai, UAE, where the British luxury fashion house collaborated with the Dubai-based multidisciplinary artist, Nathaniel Alapide, to create sand inscriptions that allowed the brand to leave it’s mark on the country’s dunes.

(Burberry)

Alapide, who is originally from the Philippines, transformed Dubai’s desert into a large scale, velvet-like sand etching of the Thomas Burberry Monogram introduced in the new TB Summer Monogram collection.

(Burberry)

‘If you create something in the desert, it will always cover it up – it has that ephemeral nature to it. The desert is unforgiving. But when you go out into the desert, it is always a collaboration with nature,” Alapide said in a statement on the Brand’s press release.

Sailing Fleet

The monogram was also celebrated at sea, with a fleet of sailboats that appeared in the Shenzhen Harbour, China. 

(Burberry)

Each boat featured one of the color-ways introduced as part of the new TB Summer Monogram collection on their sails.

(Burberry)

‘When you’re at sea, you really get to experience so many things that you can’t experience on land – like seeing the sky full of stars or sometimes, groups of dolphins swimming alongside you. Mainly, I feel a sense of yearning but there’s also freedom and then there’s also happiness,” Sailboat Captain, Chen Pinglang, said in a statement on the Brand’s press release.

Hot Air Balloons

Finally, the monogram was celebrated in the sky, with a group of four hot air balloons that floated across the landscape of Wuhai in Inner Mongolia, offering a birds-eye view of the natural landscape.

(Burberry)

Each hot air balloon took flight at the break of dawn and showcased the new color ways of the TB Summer Monogram collection on their envelopes, highlighting the boldness of the palettes while simultaneously drawing attention to un-mistakable monogram.

(Burberry)

‘Being in the air is like travelling between reality and fantasy. When you see Wuhai from that height, you will be amazed by the wonder of nature. You can’t imagine how spectacular the environment is until you are up in the sky,” said Hot Air Balloon Pilot Cheng Peng in a statement on the Brand’s press release.

Burberry’s 2020 summer campaign emphasizes the brand’s heritage as a producer of outdoor clothing, which started with Thomas Burberry’s invention of the waterproof gabardine cloth in 1879.

The TB Summer Monogram collection was first launched on July 1 with a unique campaign starring Kendall Jenner and featured a reworked, enlarged version of the brand’s new signature of the late designer Thomas Burberry’s initials interlocking, which was designed by Chief Creative Officer Riccardo Tisci and British art director and graphic designer Peter Saville in 2018 as an ode to the brand’s founder.