Burberry's next Monogram line drops with Kendall Jenner campaign, new game
As the luxury fashion sector works hard to get back to normal, Burberry has launched the second in the series of Monogram collections created by Riccardo Tisci with an even bigger splash than usual this time as the accompanying campaign is fronted by Kendall Jenner. And it comes with its own game too.
The new TB Summer Monogram collection’s campaign “captures a journey from reality to fantasy, blending the rawness of real-life capture with the fantasy of CGI technology,” we’re told.
“The campaign video is set in a dreamlike CGI geometric world inspired by skateparks and swimming pools – embodying the free spirit and optimism of summer. Within this digital realm, Kendall brings to life four distinctive characters portrayed through a capsule of womenswear and menswear staples from the collection”.
The video is accompanied by a series of “raw self-portraits, which were shot at home by Kendall on her computer, bringing a grounding and a physicality to the campaign”.
The campaign also features a number of other big names, behind the scenes, with Burberry creative chief Riccardo Tisci commissioning “a cast of iconic British creatives”, including photographer Nick Knight, art director Peter Saville and stylist Katy England.
And there’s a further edge as consumers are able to listen to Burberry’s curated TB Summer Monogram Playlist on Spotify.
Meanwhile, the company’s also extending its move into luxury fashion gaming with the debut of B Surf, the brand’s new multiplayer game.
B Surf is a racing game on water, where players select a surfboard and dress their chosen character in outfits from the collection, before challenging their friends to race around a TB-shaped track.
Burberry prizes for this are available in the UK, US, Canada, China, Japan and Korea via a daily raffle for the first two weeks of launch. They include a limited-edition TB surfboard and a number of TB Summer Monogram bucket hats. Players can also unlock unlock digital rewards such as an AR in-game character and an exclusive face filter.
It’s the third online game the company has unveiled after B Bounce last October and Ratberry for Chinese New Year in January.
As for the pieces themselves, they feature the interlocking TB initials – created by Tisci and Saville in 2018 – “refreshed in a larger scale and colour palette of dark beige, azure blue, graphite and cobalt blue with orange accents”.
They launched on selected Burberry stores and on its website on July 1 and will also be available on Farfetch from July 8.
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