Chopard’s tie-up marks another major campaign for Hadid, who, after taking some time off for health reasons, has this year grabbed headlines as the new face of Saint Laurent and later for Adidas (this campaign was withdrawn amid controversy).
For Chopard, the choice of Bella Hadid signals the beginning of a new era because whatever Bella Hadid wears, says, does and touches instantly goes viral.
A glance at Hadid’s social media figures explains why. With 70 million followers across Instagram and TikTok, Bella Hadid is ranked among the top 100 influencers worldwide by social media analytics company HypeAuditor.
“Bella Hadid has built a brand founded on authenticity that resonates across large — and sometimes opposing — demographics,” comments Laurent François, managing partner of the creative agency 180 Global in Paris. “She embodies diversity with her mixed origins and global perspective. She proudly writes in her Instagram bio that her real name is Isabella Khair Hadid. Then there’s her journey: a hard worker who has explored various aspirations, from sports and photography to modelling and entrepreneurship,” he says. François also points out that the “Bella-authenticity” is also linked to her frankness about her health and political views.
This “Bella effect”, according to François, was among the criteria prompting Chopard’s choice. “For Chopard, her influence can accelerate not only wider brand reach but also create increased scarcity and desire for the creations she wears,” he says. François believes the partnership is a good fit as “Chopard has a legacy of supporting freedom and women’s empowerment,” and “Hadid reflects these values in a refreshing way, partnering with her aligns naturally with Chopard’s identity.”
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Photo: Courtesy of Chopard
