Fashion fans have been abuzz lately over Celine’s recent removal of its accent mark and the unveil of the new Burberry logo and monogram. Burberry’s previous logo had been in use for over 20 years, becoming an integral part of the brand’s aesthetic identity. The monogram has already reached the major fashion capitals of the world.
With the help of acclaimed graphic designer Peter Saville, Tisci swapped out the Bodoni font and stylized knight symbol for something more clean and modern: a sans serif. Over the past week, Tisci’s personal and official brand account posted a stream of imagery designed to trigger a crescendo of social media conversation in the run up to the shows.
As Burberry is one of the most anticipated shows this season, the British brand announced for 24 hours only, immediately following Tisci’s Burberry runway debut in London on Monday 17 September at 5:30pm GMT, limited edition pieces from Riccardo Tisci’s first Burberry collection will be exclusively available on their social media channels of Instagram and WeChat.
Burberry’s London flagship store at 121 Regent Street, which is being entirely visually transformed, will also carry the 24-hour product releases. The store will be home to individually themed rooms which collectively celebrate the past and future of Burberry. At the heart of the newly transformed space, will be ‘Sisyphus Reclined’, a three-floor scaffold immersive and interactive commissioned art installation by British artist Graham Hudson.
Despite always being at the vanguard of digital technology, this is the first time that Burberry has launched a bespoke digital selling experience for customers that will operate exclusively on social media channels.