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burberry monogram collection riccardo tisci gigi hadid
Burberry Monogram CollectionPhotography Nick Knight

An army of Gigi Hadid clones front new Burberry collection

The model fronts Riccardo Tisci’s new Monogram Collection for the house

After making her runway debut for Burberry last season, Gigi Hadid has been tapped by chief creative office Riccardo Tisci to front her first campaign for the house. 

Rather than the AW19 collection that she previously modelled – the campaign for that will drop later this year – Hadid stars in the new Monogram Collection, the first designed by Tisci for the house. “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,” Tisci tells WWD. “I have so much love and respect for her whole family, so it felt very familiar working on such a special first campaign.”

Shot by Nick Knight, the model appears solo in the campaign, though you’d probably do a double take looking at the group shots – realising they’re all Gigi. She appears as each of the characters Tisci imagines make up the Burberry family: the lady, gentleman, boy, and girl. “She put so much energy and passion into the project, and transformed from one character into the next with such seamless conviction,” Tisci explains. “That’s what makes Gigi one of the few girls who define this decade.”

The new collection features monogrammed pieces inspired by an archive print in the form of nylon coats, silk trousers, t-shirts, and even a yoga mat. Stay tuned for what Tisci does next for the house ahead of his third collection in September.