New Burberry campaign makes the monogram, rather than products, the star

By

Sandra Halliday

Published
Aug 25, 2021

Burberry has unveiled the next chapter of its TB Summer Monogram campaign “in a story of limitless adventure”. The company said that landscapes “are celebrated and transformed with the season’s new summer-inspired colourways of the house’s iconic Thomas Burberry Monogram”.

Via its longstanding heritage of exploration, the company is melding nature and technology “on a journey of discovery as the Thomas Burberry Monogram is cast across four new global landscapes, each with its own breathtaking beauty”.

And it’s interesting that the star of the campaign here is the monogram itself, rather than specific products. 

For instance, one image and video is set “atop the far-reaching sands of Newgale Beach in South Wales, [where] renowned land artist Jon Foreman builds beautiful Thomas Burberry Monogram rock sculptures with texture and dimension using natural materials in the colourways of the new TB Summer Monogram collection – the coastline becoming his canvas”.

In another image and video, the night sky over Taylor Park Reservoir in Colorado sparkles as drone lights create a giant ‘TB’ motif – “reminiscent of nature’s fireflies, created by new technology”. And “colour waves sweep across the lights to represent the three new colourways of the TB Summer Monogram collection”.

Meanwhile, across the horizon of China’s spectacular landscapes of Boao and Wanning in Hainan Province, the TB Summer Monogram floats between the sky and the waves as surfers are lifted by the printed kites. A free-spirited summer sport enhanced by the power of nature. 

Also in China, set against the “other-worldly landscape” of the Chaka Salt Lake and Wusute in Qinghai Province, paramotors guided by TB Summer Monogram sails swoop over the unique, endless panorama, boldly contrasting with the region’s extraordinary natural beauty. 

This year's TB Summer Monogram collection was originally revealed in July with a campaign fronted by Naomi Campbell. This latest evolution of it features lightweight womenswear, menswear, and unisex pieces including nylon coats and jackets, silk sets and dresses, swimwear, stretch-jersey bodysuits and leggings, cotton hoodies and T-shirts. And of course there are accessories printed with the Thomas Burberry Monogram that has been a key sales driver for the luxury label since it was created back in 2018.

Specific Monogram collections have been a major success story for the label after the first one was launched in 2019 with high-profile models (such as Campbell and, before her, Gigi Hadid and Kendall Jenner) underlining the importance the brand places on this product strand.