You’ve never seen her like this before.
Model Gigi Hadid has made her campaign debut for Burberry and it is everything you could have possibly imagined.
Shot by photographer Nick Knight, Gigi showcases Burberry’s first-ever Monogram collection which has been masterminded by Chief Creative Officer Riccardo Tisci. The new design celebrates the house’s founder and heritage through a new signature house code of interlocking TB initials in tonal shades of Burberry beige and brown.
The model showcases four distinct personalities of the house that Tisci has been developing since he first took over – “the boy”, “the gentleman”, “the girl” and “the lady”.
“I have always loved and respected Riccardo’s work, and I feel so honoured and grateful that he trusted me with this project,” she said in a statement.
“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,” she added.
Tisci discovered a selection of 20th century Burberry logo motifs when going through the house’s archive and then went on to collaborate with British artist Peter Saville to then debut it in 2018.
“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,” he said.
Burberry’s Monogram house code features on a new collection for men and women across ready-to-wear and accessories. Keeping in line with a luxurious and sporty aesthetic, the collection also includes cotton-piqué polo shirts, trackpants, nylon bomber jackets, a silk chignon, a cashmere football scarf, a bikini, sunglasses and a non-slip Monogram-motif yoga mat created in collaboration with Liforme which can also be personalised.
Love Gigi’s style? Shop the collection in stores and online from May 22.