Gigi Hadid fronts her very first Burberry campaign, showcasing the house’s brand new monogram collection. The model – who walked in the British brand’s show for the first time in February – was photographed by Nick Knight for the campaign, where she posed as four different characters.
The monogram print was first unveiled in August 2018 and was designed by chief creative officer Riccardo Tisci, in collaboration with British art director and graphic designer, Peter Saville. The monogram celebrates the house’s founder, Thomas Burberry, through this new signature house code, which interlocks his initials.
“When I first started at Burberry, I spent a lot of time in the archives researching the rich history of the house,” Tisci explained. “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.”
For the campaign, Tisci enlisted Hadid, who had, surprisingly, never worked with the designer before the February show. She played four different characters: the girl, the boy, the lady and the gentleman.