Bella Hadid is Chopard’s New Global Ambassador

International fashion model Bella Hadid is Chopard’s newest global ambassador. She will be featured by the Swiss luxury brand in a fall advertising video and photo campaign titled “Sculpted by Light” showcasing Chopard’s “Ice Cube” jewelry collection. As part of the campaign, Chopard will release a high-jewelry diamond-studded choker and cuff as part of the collection.

Chopard said its new campaign with Hadid “celebrates the purity, glamour and contemporary character of Ice Cube jewellery.” The campaign was shot by British fashion photographer and director Charlotte Wales. Hadid and her Ice Cube jewellery are set in an abstract urban scene against a nighttime skyline repeated with mirrors. The brand says illuminated windows on the buildings reflect the brilliance of Ice Cube, and the nighttime scene contrasts the incandescence of the jewellery with Hadid’s. In some cases, Hadid is paired with a male model. The common thread running through the images and videos in the campaign is: “There is no light without shadow,” Chopard said in a statement.

The choker and cuff from the Ice Cube capsule high jewellery collection were created in Chopard’s high jewellery workshop. Chopard said each cube is individually shaped by a jewellery craftsman and varies in height. This results in a relief profile that evokes buildings of different heights on an urban horizon. Hence the use of an urban building landscape in the advertising campaign.

Thanks to the articulated design, the new jewels are flexible while maintaining their original shape. “The jewel and the woman who wears it become one, transforming into a complete symbiosis and reinforcing their glamorous aura in multiple ways,” Chopard said in a statement.

Chopard’s co-president and artistic director Caroline Scheufele introduced the contemporary Ice Cube collection in 1999. Its central motif is an 18-karat gold cube that has evolved over the years, primarily through the use of high polishing and detailed faceting. Both artisanal techniques are designed to create movement and reveal new details by using the reflection of light. Chopard says the collection is based on the geometric and minimalist approach of the Bauhaus architecture and design movement, but never as ostentatious as the Bauhaus’ Ice Cube jewelry.

As with all Chopard jewelry and watches, the collection is made from ethically sourced and produced gold. The luxury brand noted that Ice Cube is the first collection the company has embarked on in its sustainable efforts.

It’s hard to underestimate Hadid’s influence on the world of fashion and luxury. Her Instagram page has 61.3 million followers. She has appeared on the cover of Vogue International at least 26 times. She was named Model of the Year by the British Fashion Council in 2022. Time magazine named her one of the world’s most influential people on its annual list for 2023. She regularly appears on fashion runways, representing the world’s most prestigious fashion brands.

The 27-year-old brand’s influence is largely on younger consumers, a demographic that luxury brands are trying to reach.

There is no doubt that Chopard is banking on Hadid’s international recognition, appeal and influence to attract these young consumers.