Ever since Riccardo Tisci assumed the role of the Chief Creative Officer at Burberry, he has been active at switching up the brand’s release strategy. As part of the fashion house’s new plan, Burberry is releasing its B series on the 17th of every month.

The B series has been designed by Riccardo Tisci and ranges in scale and availability. The idea is to excite customers with new products and ensure frequent communication with them.

The first product of the series which was released on the 17th of October was a limited-edition run of a unisex white T-shirt and jersey sweatshirt featuring Burberry’s new ‘TB’ monogram in red, a nod to the brand’s founder Thomas Burberry. The product was available for purchase for just 24 hours exclusively through Burberry’s Instagram and WeChat accounts and for the first time through their LINE and Kakao platforms.

Prior to the first release, B Series was teased through a surprise product drop last month as part of a series of releases announced by Riccardo Tisci ahead of his debut Burberry show on 17 September 2018.

Apparently, the number 17 is Riccardo Tisci’s lucky number which explains why these releases are taking place on the 17th. In addition to it being part of the designer’s Instagram handle (@riccardotisci17), he has made numerous references to the number throughout his career. Most recently was for his Burberry debut itself, which occurred on September 17th at 17:00 hrs.

The next B Series is scheduled for release on November 17th.