Peep Burberry’s New Monogram Collection

With a campaign starring Gigi Hadid.

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Burberry has long been known for its monogram. And since taking over as Chief Creative Officer, Riccardo Tisci has leaned into the label’s history, developing a new logo and debuting the brand’s first-ever monogram collection with a campaign starring Gigi Hadid. First revealed last summer, the new Burberry logo is a collaboration between Tisci and graphic designer Peter Saville, based on a 20th Century Thomas Burberry logo the designer found 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,” he said in a press release. “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. […] What I wanted to do with the collection was to celebrate the breadth of who we speak to as a brand.”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.”

Alongside Saville, Tisci also tapped photographer/director Nick Knight, stylist Katy England, makeup artist Isamaya Ffrench and hair stylist Gary Gill to turn Gigi into the ultimate Burberry archetype — or four.

“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,” said Knight.

“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,’ explained England.

View the campaign video and key accessories from the collection below. 

Images courtesy of Burberry

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