Bella Hadid Becomes Chopard Brand Ambassador

There have been clues along the way, but now it’s official: Bella Hadid has been appointed the new global ambassador for Chopard, WWD has learned.

The supermodel and entrepreneur has recently been seen on red carpets in Chopard, raising speculation of a deeper collaboration. She has appeared at the Cannes Film Festival this year and in 2021. And this week, executives from the Swiss luxury watch and jewelry brand disclosed to WWD that Hadid is fully on board as the face of the brand, and is appearing in ads as well as corporate campaign images inside Chopard stores and the upscale retailers selling Chopard. Her appointment represents what the officials characterized as “a new chapter” for Chopard.

“I have so much appreciation for Chopard’s craftsmanship and have been an admirer of theirs for many years. I am so thrilled to be joining the Chopard family,” Hadid said in a statement.

“Bella epitomizes the spirit of Chopard: a harmonious mix of effortless elegance and a zest for life that are truly enchanting and perfectly resonate with what our watches and jewelry stand for. We are excited about embarking on this new journey together,” Caroline Scheufele, copresident and artistic director of Chopard, said in a statement.

Hadid takes over as Chopard brand ambassador from the Oscar-winning actress Julia Roberts.

Hadid will be appearing in six images, set to be unveiled on Sunday. Chopard entrusted the campaign to the creative vision of photographer Alasdair McLellan, who has been responsible for some of Chopard’s most iconic advertisements. Hadid is depicted with her hair elegantly held back and dressed in pared-down, sophisticated looks in Chopard’s Haute Joaillerie, Happy Hearts, Happy Sport, Happy Diamonds, Ice Cube and Alpine Eagle collections.

Hadid began her career in the fashion industry at age 16. Over the years, she has graced the covers of dozens of magazines, cementing her status as a global fashion icon, muse and charismatic figure. Time magazine selected her as one of the 100 most influential people in the world in 2023 and, at the British Fashion Awards in 2022, she was honored with the prestigious title of “Model of the Year.” She exudes a natural elegance, a self-assured sense of style, and has become a successful entrepreneur with her nonalcoholic alternative drink company called Kin Euphorics, and her fragrance line Orebella, announced in February. Last July, Hadid, who has been outspoken about the Palestinian cause, issued a strong apology for appearing in an Adidas ad referencing the 1972 Munich Olympics where 11 Israelis and a West German police officer were killed by the militant group Black September. The ad was dropped.