Today marks two big firsts for Burberry. The British fashion house has released their latest campaign, in which Gigi Hadid and Burberry’s first-ever monogram piece both make their debut.
The Palestinian-Dutch beauty models the different faces of Burberry – the boy, the gentleman, the girl and the lady -, showing how the brand appeals to all ages.
Gigi Hadid as 'The Lady'
‘The idea behind the shoot was to create imagery that allowed Gigi to play out the four characters in a very simple, stripped-back and honest studio environment,” explains photographer Nick Knight, who lensed the campaign.
Gigi Hadid as 'The Girl'
‘I have always loved and respected Riccardo’s work, and I feel so honoured and grateful that he trusted me with this project,” says Hadid. “My first Burberry show was my first time working with Riccardo, and the timing just felt perfect. It gave us our first opportunity to really get to know each other. The second I heard the creatives for this shoot, I understood how I wanted to bring that to life and show different sides of myself through each character.”
Gigi Hadid as 'The Gentleman'
The Monogram collection was designed by Burberry’s Chief Creative Officer Riccardo Tisci in collaboration with British art director and graphic designer Peter Saville. It plays homage to the house’s founder and heritage Thomas Burberry, after Tisci discovered a selection of 20th-century logo motifs in the house’s archive.
Gigi Hadid as 'The Boy'
“When I first started at Burberry, I spent a lot of time in the archives researching the rich history of the house,” the designer says in a statement. “I quickly became very interested in Thomas Burberry and who he was not only as an inventor and innovator, but also who he was as a man, a husband and a father. When I saw an image of his initials, the design felt so special and actually very modern, so I quickly developed it into a new code for the house. It’s a symbol that not only embraces Burberry’s heritage but also feels very contemporary. What I wanted to do with the collection was to celebrate the breadth of who we speak to as a brand.”
The Monogram collection will be available to purchase in selected Burberry stores globally and online from 22 May.