Gigi Hadid is the face of Burberry's monogram campaign

Gigi Hadid is the face of Burberry’s monogram campaign

Gigi Hadid is the face of Burberry’s monogram campaign. Gigi Hadid fronts her first Burberry campaign as she showcases the fashion brand’s new monogram collection.

The model morphes into several characters for the campaign, transforming into a boy, a lady, a girl and a gentleman, reflecting the brand’s aim to dress clients across different genders and generations.

The monogram print was first unveiled last year and was designed by chief creative officer Riccardo Tisci who collaborated with British art director and graphic artist, Peter Saville to pay homage to Burberry’s founder, Thomas Burberry.

“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.”

Hadid showcases the brand’s interlocking TB initials with an array of pieces, from bomber jackets to tote bags to trainers.

She spoke of her excitement on working with Burberry, saying: “I have always loved and respected Riccardo’s work, and I feel so honoured and grateful that he trusted me with this project.”

“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.”

And Tisci was very excited to work with the model, adding that watching her work was ‘mesmerizing and magical.’

“She put so much energy and passion into the project, and transformed from one character into the next with such seamless conviction. That’s what makes Gigi one of the few girls who define this decade, not only through her beauty, but also through her compassion, talent and sophisticated approach to her work. I can’t wait to work with her again.”

Gigi Hadid is the face of Burberry’s monogram campaign

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