A set of interlocking initials, ‘TB’, the monogram of our founder Thomas Burberry, was reimagined as a new house code in August 2018 by Riccardo Tisci and graphic designer Peter Saville, and celebrated in a Monogram pattern first debuted on the Spring/Summer 2019 runway.
To introduce this capsule, Riccardo has commissioned a unique team of British creatives, photographer Nick Knight, art director Peter Saville and stylist Katy England, to capture his vision of who the new collection is for and how to wear it. Celebrating the four distinct Burberry characters central to Burberry design, each is portrayed by supermodel Gigi Hadid in her first campaign for the house.
‘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.’
‘The idea 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.’
In tonal shades of beige, an eclectic mix of shapes and silhouettes; fluid and ladylike scarves sit alongside contemporary, oversized T-shirts and hoodies. The Monogram collection also celebrates the tote, refreshed in the iconic Thomas Burberry Monogram, and the Monogram stripe, a modern approach to a classic design.
‘The campaign illustrates how the Monogram collection has something for everyone in it – the chic lady, the elegant gent, as well as the cool young kids.’
Portraying the four identities at the heart of the new Burberry aesthetic, expressive make-up looks were created by make-up artist and Dazed Beauty’s creative director, Isamaya Ffrench. Both illustrative and experimental, the make-up further enhances the story of those characters posed by Gigi Hadid.
With art direction by graphic designer Peter Saville, who was instrumental in designing The Thomas Burberry Monogram in 2018 and shaping a fresh Burberry identity in collaboration with Riccardo Tisci, the moment also introduces a new house code, the Monogram stripe.
‘It is exciting and rewarding to see the graphic work find its way into the product range in such a distinguished way.’