WATCH: Bella Hadid for Bulgari
Text by Kee | Photos & Video courtesy of Bulgari
Bella Hadid

When Bulgari tapped 21-year-old Bella Hadid as their ambassadress last year, it was evident that the Italian jeweller was plotting something huge. For starters, Bulgari have never casted anyone younger in their lifetime to front their jewellery campaigns. And we all remember the likes of Carla Bruni, Rachel Weisz, and Kristen Dunst putting their best faces forward to defend Bulgari’s Roman Empire. Hadid, a social media darling with over 17 million followers on her Instagram handle alone, is one of the biggest franchise players in high fashion with her stock rising tremendously in the last couple of years after scoring several big-hitting campaigns like her elder sister Gigi. Every entertainment newsfeed update you do would probably feature a Hadid sister and what they’re wearing, where they’re going, what they’re eating, and who they’re with. And as luxury houses acknowledge the new wave of millennial shoppers still on the fence about their brand loyalty, communication has been tailored for this new crowd that possess perpetual newsfeed access and a short attention span. Hadid’s popularity with said audience and the relatability make her a shoo-in to bring coverage to a house that probably has closer emotional connections with her mom Yolanda than they do with Bella’s age group. That said, Hadid might have started repping Bulgari since her fall-winter 2017 accessories and Goldea The Roman Night fragrance campaigns last year but her real influence undoubtedly starts here with a new campaign drop for Bulgari, titled Rule. The campaign’s empowering message is simple: the strong women of today invent their own rules so as to lead a life that is “joyful, grand, and unprecedented.” That means rule by reinventing the rules, get it? The campaign, lensed by Sølve Sundsbø, sees Hadid in her debut jewellery ad for the house, wearing the new gold B.zero1 Labyrinth series with her steely gaze looking straight at you. “B.zero1 represents my powerful side, the one that proclaims difference in the face of conformity.” And so it begins. And like the rest of the world, we’re keeping tabs on the young lady who is helping to change it one fashion moment at a time.




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