The New Burberry
A glimpse of the brand’s fresh look, courtesy of its new creative director
As Burberry is transforming itself into a “super luxury” label akin to Hermès, ex-Givenchy Creative Director Riccardo Tisci took over the house’s creative reins, succeeding Christopher Bailey. To start with, Tisci has overhauled the label’s logo, introducing a modern sans-serif typeface to replace the knight icon. It’s the first revamp of the logo in 20 years and a telling signal of the brand’s shifting market position.
The unveil of the sleek new logo was followed closely by a major celebrity moment. In August, Beyoncé took to the stage wearing head-to-toe Burberry check, in an outfit custom-made for her Run II world tour. This ensemble is already a departure for Burberry. Formerly, the print had most often been seen on trench or rain coats, but was only recently reinterpreted in a cooler streetwear-inspired look.
Tisci held his first highly anticipated runway show for the label at London Fashion Week, releasing a limited-edition capsule collection, available to purchase via its Instagram and WeChat accounts half an hour after the show finished. According to WWD, this is part of a bigger strategy to keep product fresh, and the conversation with the consumer lively. In addition to putting the focus on the brand story refresh, Burberry has also struck a distribution deal with online luxury retailer Farfetch to press deeper into emerging markets globally.
Special thanks to our contributor Katelyn Lorrey.