The Creative Plot

Burberry Chief Creative Officer Riccardo Tisci and British Vogue Editor in Chief Edward Enninful were having a drink at Oblix East one night in April 2022. Inspired by the panoramic views of London that stretched from Tower Bridge to Canary Wharf, the two men were in deep but quiet discussion about the relaunch of Gisele Bundchen.

Each creative had seen the other’s images. Edward’s by Steven Meisel for the June issue of British Vogue. Riccardo’s by Luigi & Iango for his Burberry TB Summer Monogram campaign.

‘Magnifica!’ Tisci murmured, filling his frontal cortex with the new images of Gisele collaged against larger-than-life images of the uber-supermodel wearing Burberry.

“We have to make a decision, Edward. Are we flying solo or together on this rocketing Gisele back into the stratosphere mission? I have more flexibility than you do, Edward, if we fly together. But consider that V made a big splash with her a few days ago. That was the appetizer, but it was 5-star dining. It was as if an earth goddess had arrived from another planet.”

Edward nodded his head in agreement — two top-drawer fashion guys who understand they have a mission to do this Gisele re-entry right. “Together, Riccardo. We go together on May 24th. It will be like the Arrival of the Mothership from Close Encounters of the Third Kind.’

Then Edward had another thought. “You know, Riccardo, it’s a rare moment when the divine goddess wearing Burberry is as important as the brand itself. Gisele lives in the stratosphere. Today’s newbies don’t begin to understand her power.”