Burberry has taken the United Arab Emirates by a desert storm (quite literally) with its latest Summer 2020 campaign. The British fashion label has joined hands with UAE-based Filipino artist Nathaniell Alapide, who has carved textural sand inscriptions of its iconic TB monogram in the Dubai desert.

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Nathaniell is a multidisciplinary artist who has created portraits of Mona Lisa and HH Sheikh Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the UAE Armed Forces, on the beaches and deserts of the UAE. “If you create something in the desert, it’ll always cover it up – it has that ephemeral nature to it. The desert is unforgiving. But when you go out into the desert, it’s always a collaboration with nature,” he said in a statement to The National.

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Burberry has also taken its outdoor campaign concept to the waters of Inner Mangolia, where the label’s distinctive monogram soared the skies on hot air balloons, and sailed across the Port of Shenzhen in China as the pattern was adorned on the sails of a fleet of boats.

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Burberry’s Summer 2020 campaign is inspired by the label’s own values to uphold its heritage as a maker of outdoor clothing. In fact, the iconic Burberry trench coat is a manifestation of this tradition, as it was first made in 1879 using Burberry’s trademark waterproof gabardine fabric.

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The monogram that heroes Burberry’s Summer 2020 campaign is relatively a new addition to the label’s board that has existed since 1856. The TB monogram is a reworking of the initials of the label’s founder, Thomas Burberry, and was introduced as the brand’s logo in 2018 by Chief Creative Officer Riccardo Tisci.

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Image credit: @burberry