Gigi Hadid Morphs Into a Cast of Characters for Burberry’s First Ever Monogram Campaign
In honor of the debut of Burberry’s new monogram collection, model Gigi Hadid has transformed into a cast of different characters. Taking on the British fashion house’s four distinct personalities, Gigi appears in the campaign like we’ve never seen her before, morphing into “the boy”, “the gentleman”, “the girl” and “the lady”.
In conversation with British Vogue, Gigi said, “I have always loved and respected Riccardo’s work, and I feel so honoured and grateful that he trusted me with this project.” Gigi, who walked in a Burberry show for the first time in February 2019, further expressed, “My first Burberry show was my first time working with Riccardo [Tisci], 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.”
Shot by fashion photographer Nick Knight, this campaign marks the launch of its monogram collection, which features logo centric bomber jackets, track pants, tote bags, caps, and more. The inspiration for the monogram design was initially discovered by Riccardo, the brand’s current chief creative officer, when he was scouring the company’s archive from the 20th century. He then enlisted art director and graphic designer Peter Saville to create a new house code that includes interlocking “TB” initials, which is meant to celebrate the house’s heritage and honor its founder, Thomas Burberry.
Selecting Gigi—a model with serious social media clout—as the face of the new campaign could be an attempt to inject some youthfulness into the storied brand, which, under Tisci’s direction, is working hard to contemporize its image. The collection will officially launch on May 22 at select stores and online. Keep scrolling for a look at all of Gigi’s transformations.