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In July 2020, we introduced our new Thomas Burberry Summer Monogram collection, designed by Chief Creative Officer Riccardo Tisci, through a unique campaign starring Kendall Jenner.

An ode to the fashion house’s founder, Thomas Burberry, the bold interlocking TB initials – created by Riccardo and Peter Saville in 2018 – is refreshed in a larger scale and colour palette of dark beige, azure blue, graphite and cobalt blue with orange accents. 

The Thomas Burberry Summer Monogram campaign captures a journey from reality to fantasy, blending the rawness of real-life capture with the fantasy of CGI technology. Building on the house’s longstanding leadership in digital innovation, 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. 

To bring this campaign to life, Riccardo called upon a cast of iconic British creatives including photographer Nick Knight, art director Peter Saville and stylist Katy England.

The campaign features 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 summer-inspired collection of lightweight pieces is printed with the Thomas Burberry Monogram.

The world of the Thomas Burberry Summer Monogram can be further explored via B Surf – Burberry’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.

Our TB Summer Monogram collection pop-up, at our Ginza flagship store in Tokyo. 


In July 2018, our Chief Creative Officer Riccardo Tisci revealed the brand’s new graphic identity, designed in collaboration with the legendary British art director and graphic designer Peter Saville.

Inspired by an original drawing from our archives, the Thomas Burberry monogram (‘TB’) is used on its own and as a repetitive print. It celebrates the heritage of our fashion house in a return to the spirit of our founder, whose initials are referenced in the design.

In September 2018, the Thomas Burberry monogram was brought to life in the Thomas Burberry Bear, which has appeared in New York, Shanghai and London. Many iconic landmarks and major Burberry stores across the world have also been wrapped in the new monogram. It is a powerful new language.

Riccardo Tisci has defined a new language for the brand and new house codes which we are now establishing. 

The monogram stripe takes over our Seoul flagship store in South Korea in May 2019. 

The monogram stripe takes over the Kerry Centre store in Shanghai, China. 


The Thomas Burberry Monogram at Sunset Beach, Shelter Island, New York.

The Thomas Burberry Bear at Marble Arch, London. 

The Thomas Burberry Bear on the Xintiandi Taiping Lake, Shanghai, China.

The Thomas Burberry Monogram takes over our store in Seoul, South Korea, in September 2018.

The Thomas Burberry Bear in Astor Place, New York.

Thomas Burberry monogram on the streets of London, UK. 

A showcase of our monogram campaign shot by Nick Knight projected onto Senate House in London, UK.

Our monogram in Beijing, China. 

The Thomas Burberry Monogram on the streets of London. 

Monogram in Hong Kong.

The Thomas Burberry Monogram projected onto Global Harbour, Shanghai.

The Thomas Burberry Monogram takes over our flagship store, 121 Regent Street, London.