Jewellery label Swarovski has named Bella Hadid its newest global brand ambassador. Her first ambassadorial duties take the form of a colourful Y2K style campaign, conceptualised by creative director Giovanna Engelbert and shot by photographic duo Mert Alas and Marcus Piggott.
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The images see Hadid sporting a series of monochromatic outfits that complement her vibrant maximalist Swarovski jewellery. The campaign proposes jewellery shouldn’t be restricted to occasionwear and can work cohesively with glamorous and streetwear outfits alike.
“Bella Hadid sums up the individualistic and transformative attitude of a new global generation,” says Engelbert in a press release. “She is a multifaceted character who evades the boxes of rules and conformity. She goes from sporty to glamorous while remaining the same girl — the same Bella — with confidence and authority.”
“I was very familiar with Swarovski already. It really is such a timeless and iconic brand. I love the new collections and what the brand has been doing, especially these past two years under the creative vision of Giovanna, and I really see Swarovski as the contemporary jewellery brand of the future,” Hadid said of her involvement. “Jewellery is about expression and celebrating individuality – Swarovski celebrates all people and the idea of modern glamour, and I love that.”
Showcasing a definitively untraditional approach to jewellery, Hadid’s appointment to the role of global brand ambassador symbolises Swarovski’s new fluid and contemporary direction.
Words by AR Staff
