This article first appeared on Vogue Business . Bella Hadid has been appointed Chopard’s new global ambassador. If her viral power is anything to go by , soon the internet will be flooded with images of the supermodel, her hair pulled back to highlight her finely chiselled features as she defiantly faces Alasdair McLellan’s camera, illuminated by glittering jewelry and watches — including Chopard’s signature Happy Diamonds — which appear to float in the void.
“Bella, a renowned supermodel, fashion icon, and successful entrepreneur with global appeal, has collaborated with Chopard for the past three years. Today, we are thrilled to embark on a new journey together. Bella embodies beauty, elegance, and strength, qualities that perfectly reflect the Chopard woman,” says Caroline Scheufele, Chopard’s co-president and artistic director.
Hadid has worn Chopard jewellery countless times since the beginning of her modeling career. “Wearing Chopard’s Haute Joaillerie pieces at Cannes allowed me to appreciate the gorgeous craftsmanship, the empowering design and the lightness and comfort of their jewels. I also admire Chopard’s pioneering spirit in sustainability and ethical gold.
Most importantly, I share a special bond with the Scheufele family, especially Caroline, who designs jewelry with women in mind and has a knack for making luxury feel effortless and natural,” she said in a statement. Chopard’s tie-up marks another major campaign for Hadid, who, after.