Gigi Hadid Fronts Burberry Campaign For First Ever Monogram Collection

Gigi Hadid can lean into any look. Is it any wonder, then, that Burberry has tapped the model to transform into several characters in its campaign for its first-ever monogram collection? Morphing into "the boy", "the gentleman", "the girl" and "the lady", the four distinct characters celebrated by the fashion house.

Photographed by Nick Knight and designed by Riccardo Tisci in collaboration with British artist Peter Saville, Hadid showcases the brand’s interlocking TB initials across an array of pieces – from bomber jackets to tote bags and trainers. “I have always loved and respected Riccardo’s work, and I feel so honoured and grateful that he trusted me with this project,” Hadid said. “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 distinctive monogram was first showcased in 2018 after Tisci discovered a selection of 20th century Burberry logo motifs in the house’s archive. “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.”