The abundant second wave of the mono-gram themed campaign since Riccardo Tisci took over the Creative Director at BURBERRY features Gigi Hadid playing a woman, a man, a girl, and a boy in the Thomas Burberry monogram print which was designed in collaboration with art director Peter Saville.
Tisci’s effort seems to be be focused on opening up the label—to make it inclusive and universal – his efforts to put a face to the name. Burberry, unlike many of its luxury-goods counterparts in Paris and Milan, hasn’t made too much of its founder. Before Tisci’s arrival, even fashion die-hards might have been hard-pressed to identify the original Mr. Burberry’s first name. Tisci dove into the house archives when he landed last year and decided straightaway that Thomas is a man the brand’s fans should get to know.
“In the archives, I saw the old drawings and graphics of Thomas Burberry’s time,” Tisci said. “He did his initials, and I thought, That’s interesting. Why not develop something that represents the beginning of this new era?” Saville liked the idea, too. He “cleaned up” the original monogram, taking off some of the corners that gave the twentieth century logo motif a Gothic feel.
When the monogram first began appearing in wild postings last summer, some Tisci fans thought the T—which is sans serif where the B boasts serif flourishes—represented his own initial, but he insists it’s only a happy coincidence. “When I arrived I found the story of Thomas Burberry very attractive,” Tisci explained. “That it’s not only a trench and a check. That there was a human behind them. With time, I want to open more the archive and show the history because the history of Thomas Burberry is quite interesting. He was quite daring, he took risks. Where we’re going with modernity, with the computerized life we live, and our obsessions with computers and phones, humanizing the house is very important to me.”
This is actually the second monogram themed campaign since Tisci took over the creative helm at Burberry last year, almost identically focusing on outdoor advertising, including the complete cover of store facades, especially flagship stores. The monogram campaign comes after a similar approach taken by Hedi Slimane at CELINE as he redesigned the logo of the brand.
The company announced last week the closure of some of its stores in an effort to reposition the brand to a more luxury level – the same approach was taken by the previous Creative Director of Burberry Christopher Bailey (also CEO during the last two years of his tenure), who even went as far as to cancel several diffusion lines such as Burberry London. Tisci is closely working with CEO Marco Gobbetti, who was previously at Celine (LVMH owned), having successfully positioned the brand and tripled revenues and retail presence.
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