May 14, 2019
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Gigi Hadid fronts new Burberry Monogram campaign

May 14, 2019

Gigi Hadid has landed a major new campaign with Burberry.

The supermodel has been snapped up by the British heritage fashion house for the first time to front the campaign for its new Monogram collection, a "contemporary capsule for everyone" that launches on May 22. The series spans ready-to-wear separates such as oversized t-shirts, trousers and hoodies, as well as accessories including ladylike scarves, bags and caps, with the series displaying a signature monogram stripe all the way through.

"I've wanted to work with Gigi for such a long time, but knew I had to wait for the right moment and right project," Chief Creative Officer Riccardo Tisci told WWD. "I have so much love and respect for her whole family, so it felt very familiar working on such a special first campaign."

In the spirit of the collection, which has been designed without age or gender restrictions in mind, Hadid takes on a variety of roles in the 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," photographer Nick Knight, who shot the campaign, is cited as saying on the brand's website.

In an Instagram post offering a sneak peek at the campaign images, the brand refers to the new campaign as "a marriage of our heritage and our future" that celebrates the archive-inspired collection through a modern lens.

Tisci has been teasing the collection's interlocking 'TB' motif -- a reference to the house's founder Thomas Burberry -- ever since he created it last year alongside the graphic designer Peter Saville. 

The campaign is the latest milestone in a busy year for Hadid, who has fronted ads for Maybelline, Tom Ford and Prada since January, in addition to taking to the catwalk for Versace, Fendi, Off-White, Burberry and more.

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