Today, Burberry revealed it’s first-ever Monogram collection which has been designed by Chief Creative Officer Riccardo Tisci, with a campaign starring Gigi Hadid.

The Monogram collection 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. First unveiled in August 2018, the Monogram was designed by Riccardo in collaboration with British art director and graphic designer Peter Saville. On his appointment at Burberry, Riccardo discovered a selection of 20th-century Thomas Burberry logo motifs in the house’s archive which inspired him to create a new house code. 

Gigi Hadid makes her campaign debut for Burberry with images and video shot by photographer Nick Knight. Gigi showcases the breadth of the collection by transforming into the boy, the gentleman, the girl and the lady, representing the four distinct characters celebrated by the fashion house.

Alongside Nick Knight, Riccardo has assembled a team of Britain’s finest creative talent to capture the spirit of the collection, including stylist Katy England, art director Peter Saville, make-up artist Isamaya Ffrench and hair stylist Gary Gill.

The Monogram collection will be available to purchase in selected Burberry stores globally and online from 22 May.

When I first started at Burberry, I spent a lot of time in the archives researching the rich history of the house. 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. 

What I wanted to do with the collection was to celebrate the breadth of who we speak to as a brand. Alongside some of the most talented creative icons of today and tomorrow, I am so proud of what we achieved together with this campaign.’ Riccardo Tisci, Burberry Chief Creative Officer

‘The idea behind the shoot was to create imagery that allowed Gigi to play out the four characters of the lady, the gentleman, the girl and the boy in a very simple, stripped-back and honest studio environment. The particular group of people I had the pleasure of working with all share an understanding that the most important goal to achieve in this shoot is Riccardo’s vision and they all add to this with respect and understanding both of the overall vision and the integrity of each other’s work.’ Nick Knight

‘I have always loved and respected Riccardo’s work, and I feel so honored 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 creative for this shoot, I understood how I wanted to bring that to life and show different sides of myself through each character. Nick, Katy, and Peter are all legends, masters at what they do; I cherish my time on set with them and I really wanted to give it my all – it was one of the most fun days I’ve ever had!’  Gigi Hadid

‘I loved being part of Riccardo’s creative process for this campaign – his dreams are big and bold and after having worked with him for a long time we have a very good understanding of each other. Through the campaign, we really wanted to illustrate how the Monogram collection has something for everyone – the chic lady, the elegant gent as well as the cool young kids.’ Katy England 

‘Riccardo and I worked together to update Burberry’s graphic identity last year and it is so exciting and rewarding to see the Monogram find its way into this product range in such a distinguished way. Working at home in London for a British brand with a British but global team has been great. Gigi performed brilliantly as a girl, boy, woman and man – it was so interesting to explore how one individual could manifest the universe of Burberry.’ Peter Saville

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Published 17th May 2019