In a bold and innovative move, Burberry has shifted the focus of its latest campaign from its products to its monogram. The TB Summer Monogram campaign showcases the iconic Thomas Burberry Monogram in new, summer-inspired colorways against breathtaking landscapes, celebrating the fusion of nature and technology.
Rather than highlighting specific products, the campaign aims to showcase the versatility and beauty of the monogram. One image and video from the campaign feature renowned land artist Jon Foreman creating stunning rock sculptures of the Thomas Burberry Monogram on the sands of Newgale Beach in South Wales. Natural materials in the colorways of the new TB Summer Monogram collection are used to add texture and dimension to the sculptures, transforming the coastline into an artistic canvas.
Another image and video capture the night sky over Taylor Park Reservoir in Colorado, illuminated by drone lights forming a giant ‘TB’ motif. This captivating display, reminiscent of nature’s fireflies, showcases the three new colorways of the TB Summer Monogram collection as color waves sweep across the lights.
The landscapes of Boao and Wanning in Hainan Province, China, provide the backdrop for surfers floating between the sky and the waves, with the TB Summer Monogram printed on their kites. This scene captures the free-spirited nature of summer sports, amplified by the power of nature.
China’s Chaka Salt Lake and Wusute in Qinghai Province set the stage for paramotors guided by TB Summer Monogram sails, soaring over the unique panoramic landscapes. The striking contrast between the monogram sails and the region’s natural beauty creates a breathtaking visual experience.
The TB Summer Monogram collection, which was launched in July, includes lightweight womenswear, menswear, and unisex pieces such as nylon coats and jackets, silk sets and dresses, swimwear, stretch-jersey bodysuits and leggings, cotton hoodies, and T-shirts. Accessories featuring the iconic monogram are also part of the collection.
Burberry has recognized the significance of the monogram and has used specific monogram collections as a sales driver for the luxury label. Collaborations with high-profile models like Naomi Campbell, Gigi Hadid, and Kendall Jenner have further emphasized the importance of this product strand. The TB Summer Monogram campaign continues to elevate the monogram’s status by showcasing its beauty against stunning landscapes and merging the realms of nature and technology.
By making the monogram the star of its campaign, Burberry presents a fresh and innovative approach that reinforces the brand’s commitment to creativity and craftsmanship. Moving away from a product-centric focus, the campaign highlights the versatility and artistic potential of the monogram, solidifying its position as a symbol of elegance and luxury. The TB Summer Monogram campaign invites viewers to embark on a visual and experiential journey that embraces the beauty of nature and the timeless appeal of the Thomas Burberry Monogram.
Useful links:
1. Burberry Official Website
2. Explore the Thomas Burberry Monogram Collection
