Burberry is facing the biggest transformation in its history

When one of the most respected, successful and just simply coolest designers in the world announced his departure from the house of Givenchy, the whole industry was in shock. Brilliant Italian couturier Riccardo Tisci left the iconic fashion house after twelve years.

During that time, he managed to redefine the way we look at modern couture, at the same time creating some of the most iconic fashion pieces of our generation. He is the one behind Bambi or Rottweiler sweatshirts – luxury streetwear pieces we can see people fighting for on eBay every day.

Florals, basketball print, leather kilts (yes), catholic iconography, shark print, Rottweiler, Antigona handbag, collaboration with Nike AirForce 1… I could go on for hours. Even though brilliant Clare Waight Keller has been doing very well as Tisci’s successor(she finally made Givenchy products available to buy via official website), undeniable talent of Riccardo hasn’t been forgotten even for a while. Straight after his departure from Givenchy, there were rumours of him joining the house of Versace as co-director, together with Donatella. If I’m being honest, it seemed like such a bunch of fake news from the beginning.

When Riccardo announced his appointment as Creative Chief Officer of Burberry, iconic English brand known for checked scarves and trench coats, I didn’t know how to feel about it. Unlike all other fashion giants, Burberry remained the same for a very long time. Despite having Christopher Bailey as a creative director for several years, historic house kept its branding untouched ever since the very beginning.

“I promised myself I will leave this house when it’s on top of the top” said Riccardo Tisci in his interview for Vogue few years ago. It’s fair to say that he achieved his goal completely.

In the United States and continental Europe Burberry is still associated with posh and successful Brits attending private media events(The Beckhams or Harry Styles) or Henley housewives wearing pearls and drinking lots of Cognac. That’s why it’s particularly interesting to see how the iconic English brand will develop under creative direction of the guy who stands behind some most wanted(by bloggers, fashionistas, but also posers and fuckboys) streetwear pieces.

Reports state that one cloudy day, Riccardo Tisci saw a ned wearing fake Burberry cap and was like, emmm, I totally have to reinvent this whole English stuff. Well, maybe not exactly with these particular words, but something must have been said, as the new, modern and minimalistic af logo has been introduced to the public, together with new monogram.

New brand logo together with the old one above it, for comparison.
New “Thomas Burberry” monogram.

I am honestly surprised how well this trend for minimal branding(at least when it comes to logos) is doing. There’s no chivalry around anymore. Soon even Ralph Lauren will change his style to Arial or Times New Roman. All the fancy iron letters reminding us of previously mentioned ladies in cashmere cardigans are now available to buy at reduced to clear.

The new monogram however, seems like a great commercial outreach. People love being covered in monograms. Most of them would die for supreme x Louis Vuitton bomber jacket, just to act like they’re 22 years old and from Hampstead Heath…

Going minimal worked out perfect for Yves Saint Laurent, now known as Saint Laurent Paris. I don’t think it’s gonna work out as well here though. We’re talking about a fashion house most often associated with words British Heritage. Is Riccardo Tisci going to manage combining fancy streetwear with tradition? We have to wait and see.

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