Donna Sepuro
Modern fashion marketing relies heavily on visual storytelling, and few contemporary figures demonstrate that power as strongly as Bella Hadid.
Rising attention toward aesthetic identity has reshaped branding strategies, pushing models into roles that merge artistry, presence, and narrative influence.
Bella is now a central figure in that shift, acting not only as a model but as a catalyst for imagery-driven campaigns that prioritize the following elements:
- Expression
- Character work
- Multi-faceted style language
Today, we will touch upon the projects that, over the years, made Bella Hadid what she is: the prominent face for visually-driven fashion campaigns.
Dior Beauty (2016–present)
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- Role: Global Ambassador for Dior Makeup
- Campaign Reach: Worldwide print and digital | Start Year: 2016
In 2016, Bella Hadid was appointed the face of Dior Makeup, joining the brand’s elite ambassador roster. She featured in multiple product launches, including:
- Dior Addict Lipstick
- Dior Forever Foundation
- Dior Backstage.
With highly polished visuals and bold, expressive beauty shots, the campaigns targeted a younger demographic.
Bella’s combination of softness and edge gave the brand’s makeup visuals a confident yet aspirational energy.
The videos, including tutorials and behind-the-scenes, also performed exceptionally well on Dior’s YouTube and social platforms.
Nike (2016)
- Campaign: Nike Cortez Re-launch | Visual Direction: Retro-cool sportswear
- Collaborators: Other rising fashion figures of the era (e.g., Paloma Elsesser)
Bella Hadid appeared in Nike’s Cortez campaign in 2016, one of the early projects to reintroduce the vintage Cortez sneaker to a Gen Z and Millennial audience.
The visuals fused 1970s nostalgia with 2010s streetwear aesthetics, placing Bella in relaxed, sporty looks with a fashion-forward edge.
As part of the campaign’s visual strategy, she was styled in athleisure classics, windbreakers, oversized hoodies, and crop tops, offset by slick hair and bold eye makeup. The contrast elevated Nike’s image from purely athletic performance into a cultural icon of lifestyle fashion.
DKNY (2016–2017)
- Campaign: Spring 2017 Ready-to-Wear | Photographer: Collier Schorr
- Location: Shot on the streets of New York City
In 2016, Bella Hadid fronted DKNY’s Spring 2017 campaign, a key moment in the brand’s attempt to redefine urban femininity for a younger audience.
Dressed in sleek suiting, exposed lingerie, and sneakers, Bella’s look embodied the “cool downtown girl” archetype, sharp, stylish, and unapologetically bold.
The campaign’s photography style was raw and street-centric, often framed in gritty black-and-white with flashes of motion and shadow.
To build atmospheric contrast, textured canvas backgrounds similar to those by Gravity Backdrops could have supported this urban visual strategy, enhancing the duality of elegance and grit.
Bulgari (2017–present)
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- Campaigns: High Jewelry, Goldea Fragrance, Serpenti
- Campaign Type: Print, video, and event-based launches
Bulgari capitalized on Bella’s elegant aura and photogenic poise by casting her in their High Jewelry and Goldea fragrance campaigns.
Her appearances often feature rich lighting, luxurious gowns, and opulent settings, reinforcing Bulgari’s heritage of sensual extravagance.
These campaigns aimed to connect traditional Roman glamour with Bella’s modern, confident femininity, helping Bulgari expand its reach among younger consumers while preserving its image of eternal elegance.
Tag Heuer (2017–2019)
- Role: Global Brand Ambassador
- Campaign Type: Luxury watches | Focus: Sports-luxury, precision, and youth appeal
- Photographer: Likely Mario Sorrenti for select visuals (unconfirmed)
Bella Hadid signed with Tag Heuer in early 2017 during the brand’s strategic pivot toward a younger, fashion-forward audience.
As part of two major campaign cycles, Bella embodied confidence, speed, and precision, aligning her image with the Swiss watchmaker’s core values of timekeeping excellence and innovation.
Shot in a sleek, high-contrast palette, the campaign visuals featured Bella in leather, black tailoring, and urban backdrops, echoing the aesthetic of high-performance athletes with a couture twist.
Her role was more than just aesthetic: she became a symbol of female empowerment through precision and personal power, helping Tag Heuer expand its reach among female luxury consumers aged 18–35.
Versace (2018–2024)
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- Campaigns: Resort, FW21, SS22, Atelier Versace
- Campaign Reach: Global print and runway crossover
Bella’s collaborations with Versace have spanned both runway dominance and print campaigns, often positioning her in strong, hyper-glamorous visuals.
Her striking features and powerful poses aligned perfectly with Versace’s opulent, body-centric aesthetic.
Bella’s presence helped renew Versace’s DNA with fresh relevance. She became one of Donatella Versace’s most consistent muses across both couture and ready-to-wear.
Ralph Lauren (2019–2020)
- Campaigns: Polo Ralph Lauren Classics
Ralph Lauren presented Bella in classic American landscapes, wide-open pastures, equestrian imagery, and timeless silhouettes.
She appeared in campaigns styled with blazers, riding boots, and natural makeup.
While the brand emphasizes heritage and tradition, Bella brought subtle modernity to the imagery, bridging nostalgia with her own unmistakable edge.
It demonstrated her ability to channel clean-cut refinement with just enough contemporary flair.
Moschino (2019–2021)
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- Creative Director: Jeremy Scott
- Visual Style: Satirical, surrealist, pop-culture fusion
Moschino’s bold and irreverent campaigns fit Bella’s chameleon-like abilities.
Bella embraced every character with theatrical energy. Jeremy Scott frequently called upon her for conceptual shoots that played with irony, cartoonish styling, and extreme silhouettes.
Her playful expressiveness brought these maximalist visions to life, cementing her as a muse who can balance fashion and fun without compromising aesthetic impact.
Calvin Klein (2019–2021)
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- Campaign Type: Underwear and denim lines
- Visual Style: Minimalist, intimate, black-and-white
Calvin Klein campaigns with Bella leaned into sensual authenticity. With pared-down settings, close-up angles, and natural lighting, these visuals emphasized the body, rawness, and presence.
Bella embodied the purity of Calvin Klein’s original aesthetic, understated yet sexually confident.
Her campaigns, particularly for Calvin Klein Underwear, often went viral on Instagram and continued the brand’s tradition of working with iconic muses.
Michael Kors (2021–2022)
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- Campaign Focus: Jet-set lifestyle, modern city elegance
Bella starred in polished, upbeat campaigns designed to embody Michael Kors’ aspirational luxury.
Think sun-soaked yachts, private planes, and rooftop New York backdrops.
The visual tone celebrated confidence, independence, and effortless style.
Bella, often in monochrome power ensembles or resortwear, brought an elevated casualness that resonated with Kors’ global audience, especially in Asia and North America.
Swarovski (2022–2023)
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- Campaign theme: Color-coded personas | Photographers: Mert & Marcus
- Creative Director: Giovanna Engelbert
- Reach: Global campaign launch across digital, retail, and social
Bella starred as the face of Swarovski’s revamped identity portraying six distinct personas through different colored crystals (e.g., Sporty Bella, Sweet Bella, Glam Bella).
Every color symbolized a visual archetype in the new world of Swarovski. Giovanna Engelbert described Bella as “a multifaceted character who evades the boxes of rules and conformity,” making her ideal to represent modern-day joyful glamour.
The campaign helped reposition Swarovski as an everyday luxury brand for Gen Z and millennial consumers, emphasizing individuality over tradition.
Orebella by Bella Hadid (2023–present)
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- Role: Founder and Creative Director
- Launch Market: US (Ulta Beauty), UK (Selfridges)
Fragrance Names: Blooming Fire, Window2Soul, Salted Muse, Nightcap
In 2023, Bella launched her own fragrance brand, Orebella, which debuted as a line of “skin parfums,” alcohol-free, oil-based fragrances designed to nourish the skin.
The campaign focused on spiritual themes, healing, and femininity. Visual storytelling included flowing fabrics, ethereal lighting, and mood-based vignettes.
Bella herself led both the creative and promotional efforts, positioning scent not just as a product but as a daily ritual of aura and identity.
Her immersive UK launch at Selfridges included personalization zones, silk scarves, and interactive retail spaces.
Coperni SS23 – A Special Moment
Paris Fashion Week witnessed an extraordinary close to Coperni’s Spring/Summer 2023 show.
Bella Hadid became the centerpiece of a live demonstration that combined science, performance, and design in front of a stunned audience at the Musée des Arts et Métiers.
Stepping onto the runway in nude underwear, Bella stood still as technicians surrounded her with aerosol cans.
What followed was a seamless construction of a white slip dress, sprayed directly onto her body using Fabrican, a liquid fiber that solidifies on contact with skin or fabric.
The material moved with the grace of silk but formed in real-time, guided by the expert hand of Dr. Manel Torres, the inventor of the technology.
No additional commentary was needed. Every movement, every second of the spray process was charged with attention and intention.
Coperni designers Sébastien Meyer and Arnaud Vaillant framed the moment not as a gimmick but as a statement. Precision and restraint defined the garment. No embellishments, no distractions, just a fluid, body-mapped silhouette shaped in full view of the industry.
The outcome: a fully wearable dress that Bella glided down the runway in, still warm from the fabrication.
The Bottom Line
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Bella Hadid’s rise shows how a modern model can influence fashion through imagery, character work, and expressive visual performance.
Her campaigns reshape ideas about beauty, individuality, and emotional style language.
Fashion houses often turn to her for narratives built on presence, precision, and emotional impact, reinforcing her role as a muse across runways, fragrance launches, and high-fashion campaigns.
