Gigi Hadid fronts her very first Burberry campaign, showing off the house's brand new monogram collection. The model – – was photographed by Nick Knight for the campaign, where she posed as four different characters.
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 previously never worked with the designer before the February show. She played four different characters: the girl, the boy, the lady and the gentleman.
'I have always loved and respected Riccardo’s work, and I feel so honoured and grateful that he trusted me with this project,' the model said of the campaign. '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.'
The collection ranges from £50 to £1,500 and features a range of pieces all monogrammed with the new logo. This includes everything from a baseball cap and a bum bag to trainers, a silk shirt, a bikini, sunglasses and even a yoga mat.