Riccardo Tisci reimagined Burberry from the logo monogram to the store and the responsibility policy

Edited by: Fiammetta Cesana

His “Kingdom” debut collection opens on the world’s stage a new blooming season for the British heritage brand, calling for a new graphic and store identity to sustainable actions, and even more. Staring from the London Fashion Week runway, the brand confirmed that it will no longer use real fur and that it will stop the practice of destroying unsaleable products, with immediate effect as part of its five-year responsibility program. 

The flagship store in Regent Street has also been transformed by Tisci, celebrating the brand’s past and future through product. At the heart of the space is “Sisyphus Reclined”, a three-floor scaffold interactive commissioned art installation by British artist Graham Hudson. So don’t miss the last 10 days to see the installation in store: it will remain until October 26!

Burberry Regent Street flagship store Riccardo Tisci
Burberry Regent Street flagship store Riccardo Tisci
Burberry Regent Street flagship store installation Graham Hudson
Burberry Regent Street flagship store installation Graham Hudson
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New styles of the classical trenches are already loved by many celebrities, from Beyoncé, Madonna, Rihanna, to Julia Roberts, who perfectly represent the great diversity of brand casting inaugurated with Tisci. The creative director indeed is known for selecting models of multiple ethnicities, genders and identities in his shows and campaigns. He is passionate about celebrating individuality, engaging in and providing a platform for social debate.

Rihanna wearing a trompe l'oeil silk trench dress from Riccardo Tisci's Spring Summer 2019 Burberry runway collection in Dubai. Photo by Mark Ganzon/Getty Images for Fenty Beauty
"Homecoming" - Prime Video Presents in London
M.I.A. wearing Burberry Spring_Summer 2019 collection at the London Premiere of "MATANGI / MAYA / M.I.A." at The Curzon Mayfair. Photo by David M. Benett/Dave Benett/WireImage
The Weeknd wearing the Thomas Burberry Monogram for late night dinner date out With Bella Hadid in New York. Photo credit: PC / MEGA
Beyonce wearing Burberry for her `On the Run II' tour performance at the NRG Stadium in Houston. Photo by Andrew White
Irina Shayk wearing Burberry with Bradley Cooper stepping out with baby Lea in New York
Rihanna wearing a trompe l'oeil silk trench dress from Riccardo Tisci's Spring Summer 2019 Burberry runway collection in Dubai. Photo by Mark Ganzon/Getty Images for Fenty Beauty
Natalia Vodianova wearing Burberry arriving at the Burberry SS19 Show in London
Rihanna wearing a trompe l'oeil silk trench dress from Riccardo Tisci's Spring Summer 2019 Burberry runway collection in Dubai. Photo by Mark Ganzon/Getty Images for Fenty Beauty
Beyonce wearing Burberry for her `On the Run II' tour performance at the NRG Stadium in Houston. Photo by Andrew White
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But the surprises of this new Burberry era are not finished… In two days the brand will launch the first monthly product releases, called “B Series”, that will take place on the 17th day of every month.

The Thomas Burberry Monogram in Hong Kong
The Thomas Burberry Monogram projected onto Global Harbor, Shanghai
Burberry Spring_Summer 2019 Collection
Burberry Spring_Summer 2019 Collection
Portrait of Peter Saville c Courtesy of Paul Wetherell
The Thomas Burberry Monogram at Sunset Beach, Shelter Island, New York
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The releases will start with a limited-edition run of a unisex white T-shirt and jersey sweatshirt featuring the TB monogram, created in collaboration with Peter Saville, already posted on social media profiles of different VIPs, and of Tisci as well. It will be available from 12:00PM (UK time) on 17 October for 24 hours exclusively through Burberry’s Instagram and WeChat accounts and for the first time through their LINE and Kakao platforms.

Chris Lee wearing the Thomas Burberry Monogram
Dolores De La Rosa wearing the Thomas Burberry Monogram
Hilary Tsui wearing the Thomas Burberry Monogram
Lily James wearing the black Thomas Burberry Monogram
Matt Smith wearing the Thomas Burberry Monogram
MIA wearing the Thomas Burberry Monogram
Riccardo Tisci wearing the black Thomas Burberry Monogram T-shirt
Samuel Seo wearing the Thomas Burberry Monogram
Zhou Dongyu wearing the Thomas Burberry Monogram
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