Riccardo Tisci’s reign at Burberry officially started when he was announced as the house’s chief creative officer back in March. We got our first glimmer of what the iconic Brit label would look like in the Italian designer’s hands last month, when a new modernized logo and throwback house print—based on founder Thomas Burberry’s initials—were unveiled. Since then, and thanks to the Herculean efforts and deep pockets of the mega brand’s marketing team, the “TB” monogram has gone viral. Three-story-high inflatable teddy bears canvased in the orange, white, and khaki print have popped up on city street corners around the world, entire buildings have been wrapped in the pattern, websites have gone glitchy with it, and city buses have been given the kind of advertising overhaul usually reserved for Tom Cruise movies. It was a lot of promotion for a new era—and for Tisci’s first runway show on Setpember 17—but so far, there was no new-era product to buy. Today—and only today—there is. Read more at GQ.