Riccardo Tisci Wants You To Put The 17th Of Every Month In Your Diary

Since Riccardo Tisci took the reins as Burberry chief creative officerin March 2018, he has been active at switching up the brand’s release strategy. First up, he launched a black Thomas Burberry monogram T-shirt for 24 hours via Instagram and WeChat to build hype before his inaugural show. Then he made his debut collection available to purchase 30 minutes after the London Fashion Week showcase – again for a total of one day only.

These random 24-hour product releases have now been given a structure. On the 17th day of every month, Burberry will launch something new and exciting for its customers as part of the brand’s B Series. Each launch will range in scale and availability, but one thing will stay consistent: Tisci wants to remain in constant communication with his customers.

The first edition of the B Series will be a run of unisex white T-shirt and jersey sweatshirts featuring the TB monogram in red. Designed in collaboration with British graphic designer and art director Peter Saville, the logo celebrates the brand’s heritage and spirit of its founder, whose initials are referenced in the design.

The tees will be available from 12pm (UK time) from October 17 for 24 hours via Burberry’s Instagram and WeChat accounts and, for the first time, its LINE and Kakao platforms. Fans who purchase the TB design will be in good company: Rihanna, M.I.A, Irina Shayk, Dua Lipa and Lily James have all been photographed wearing the tees and metaphorically waving the flag for Tisci’s new dawn at Burberry.