Riccardo Tisci’s newest collection for the English fashion house takes inspiration from the ‘Stay at home’ campaign and is modelled on employees at their London homes. Each shot shows the model outside their front door, continuing the message that fashion is staying closer to home and smaller scale. As well as adhering to social distancing measures, this creates a unique visual that mixes the everyday person with the luxury brand.
Tisci has updated classic Burberry archive pieces within the collection whilst adding new influences to the brand – for example a relaxed approach to tailoring. This keeps in line with his previous collections for the label; they include modern pieces that retain Burberry’s iconic English heritage. Tisci stated ‘“I wanted to draw upon the familiar, the things that bring us comfort and strength. I returned to what first inspired me in the Burberry heritage house codes, like the check, iconic stripes and unicorn emblems, but revisited them with a new perspective”.
Earlier this month Burberry dropped their TB Monogram collection. Vivid blue and orange hues are essential to the collection, a ‘celebration of the Thomas Burberry Monogram that embodies the free spirit and optimism of summer’. Every garment includes a repeat pattern with the new Peter Saville monogram, a striking change from the original, hinting at Tisci bringing the brand into a newer and more modern era.
Models pose against a white backdrop in their summer garments, including midi slip dresses, bikinis, hoodies and even a bucket hat. It seems as if this collection is aimed at the Instagram loving generation, a logo print all over active wear is a change from the traditions of the brand. The new drop even comes with an online game for you to immerse yourself in. This is a far cry from the beige trench coat wearing gentlemen that comes to mind when you imagine Burberry.
Tisci was previously creative director at Givenchy, cementing his ability to design. Moving to the British fashion house presents a challenge, how does he keep Burberry in line with the brand’s history while still innovating? To give him credit, his collections since taking over have been fabulous. Using Burberry’s rich history of providing clothing for explorers to inspire animal prints is very successful and can translate onto men’s and womenswear. The runway shows also include looks that inspire younger and older consumers – as there is a clear distinction between more street wear looks and others that are more classic. This references the original brand ethos, yet looks to the future.
Personally, I think its important that brands evolve, however to see Burberry morph into a Brand that prioritises branded street wear instead of innovative cuts and prints would be a shame. But for now, I think its important to join Burberry in celebrating using technology and innovation to promote their collection, especially in a time where we really do rely on it.
Shop the collection or play the game here
Photos from Burberry via Instagram