The old Burberry brand mark hadn’t changed much since its “equestrian knight” was registered more than 100 years ago until now. Burberry’s new Chief Creative Officer Riccardo Tisci collaborated with art director and graphic designer Peter Saville, famous for his Factory Records album covers in the 1980s (think Joy Division) and, more recently, for his work with Calvin Klein, Lacoste, and Yohji Yamamoto.

a litany of pricey brands that lately have opted for the all-caps sans-serif look: Céline, Rimowa, Diane von Furstenberg, Balenciaga, and Saint Laurent, as well as Saville’s own refresh of Calvin Klein in 2017. All have been transformed into crisp-angled letterforms.
(Left) Burberry’s new logo and monogram pattern was revealed by its creative head Riccardo Tisci on his Instagram page (Right) The plaid pattern that is so ubiquitous on Burberry trench coats and rain gear was seen in a wholly streetwear-inspired avatar on Beyoncé in her On The Run II World Tour.

Tisci, lending his street-inspired style to an old-fashion brand, has just unveiled his second line for Burberry which has a grown-up “modern utility” streetwear lux vibe. This is by design of course as more and more luxury brands are making key hires, “Gucci did it. Yves Saint Laurent did it. Givenchy did it. These designers — Alessandro Michele, Hedi Slimane, Riccardo Tisci, Demna, Virgil — they’re all turning the definition of luxury on its head,” explains Yu-Ming Wu, the co-founder of Sneaker Con and founder of Sneaker News. “Now today, the people who shop at Chanel on Rodeo Drive feel just as validated in an Off-White long sleeve. There’s no more division between luxury and streetwear” adds Andrew Raisman, the CEO of sneaker and streetwear app Copdate.

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