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Supermodel. Super mogul. Sculpted by light. These are the qualities perennial style muse Bella Hadid embodies after being announced as the global brand ambassador for Swiss jewellery and timepiece luxuriate, Chopard. The announcement coincides with Hadid’s firm return to the fashion industry after a short health-related hiatus and forges the next chapter in the Maison’s 164-year history.
From its inception in the tiny valley town of Sonvilier to the quietly elegant studio where Hadid posed for her first official shoot in the role, Chopard has crafted stories of geometric perfection and pared-back sophistication. (Of course, one can believe that Hadid’s signature chiselled cheekbones and flawless complexion are the perfect embodiments of this, too.)
This latest instalment fittingly began at the peak of glamour; glistening on Hadid on the red carpet at the Boulevard de la Croisette for the 2021 Cannes Film Festival. “I have so much appreciation for Chopard’s craftsmanship and have been an admirer of theirs for many years,” Hadid said of the label’s glimmering history before adding, “I am so thrilled to be joining the Chopard family.”
Caroline Scheufele, Chopard’s co-president and artistic director, acknowledged that “Bella epitomises the spirit of Chopard: a harmonious mix of effortless elegance and a zest for life that is truly enchanting and perfectly resonates with what our watches and jewellery stand for.” “We are excited about embarking on this new journey together,” she continued.
Staying true to word, Chopard wasted no time in introducing a new icon either—the Ice Cube collection Hadid wears in her freshman campaign. Lensed by British photographer Charlotte Wales, Hadid returns to a cosmopolitan, although superimposed, cityscape after dark to showcase the illuminating qualities of the sculptural designs.
Scheufele, who first introduced this creation in 1999, debuted this motif through a watch Chopard declared “ditched flashy artifice to focus instead on pure shapes”. Now, a quarter of a century later, the minimally tessellating forms are worthy of being called a modern classic. We can’t wait to see how Hadid styles these pieces in her new Texan home but irrespective of the setting, Hadid is a dazzling lone star supernova.
