This follows changes in Burberry’s logo and the launch of TB (Thomas Burberry) monogram print in August 2018, under the leadership of the brand's new chief creative officer, Riccardo Tisci. This was the first time in 20 years that Burberry changed its look. The TB monogram print’s debut collection is cast in neutral colours: beige, chocolate brown and chestnut brown, with red stripes placed on top of the print. The monogram collection features a range of pieces such as track pants, bomber jackets, tote bags, caps, trainers, bikini, sunglasses, yoga mat, etc. with the TB initials appearing on them.
Speaking about this new print and collection, Tisci said in a statement, ”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.”
The campaign with Gigi officially marks the launch of the monogram collection. It has been shot by fashion photographer Nick Knight, with art direction by Peter Seville who has also designed the brand’s new logo as well as the monogram print.
The campaign shows Gigi skillfully transforming into different characters of the fashion house: the boy, the gentleman, the girl and the lady. She looks very different from her usual self but it seems to work well with the concept of presenting the Burberry family. The idea behind this campaign is to celebrate the history of the brand while maintaining its appeal for younger people by tapping into Gigi’s massive popularity amongst today's youth and her impressive social media following (she currently has 47.9m followers on Instagram).