TrendsSep 04, 2024
Taylor Hill, Soo Joo Park Star in New Messika CampaignCollectionsSep 05, 2024
Bella Hadid Is Chopard’s New Brand Ambassador
The model and entrepreneur stars in two new Chopard campaigns.
On the right, Hadid models for her first campaign as Chopard’s brand ambassador, while, on the left, she appears in the jeweler’s “Sculpted by Light” campaign.
Los Angeles—Chopard has named supermodel Bella Hadid as its new brand ambassador and has released its “Sculpted by Light” campaign starring the model.
The partnership brings Hadid, a model and entrepreneur, back to the fashion stage, marking a new chapter for the brand, said Chopard.
Hadid, who began her career in the fashion industry at 16, has modeled for 30 different editions of “Vogue,” won “Model of the Year” at the British Fashion Awards in 2022, and was named one of Time magazine’s 100 most influential people in the world for 2023.
She first wore Chopard’s jewelry for the 2021 Cannes Film Festival, which started her admiration for the brand.
“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,” said Hadid.
For her first campaign, seen below, she was photographed by Alasdair McLellan wearing pieces from Chopard’s “Happy Hearts,” “Happy Sport,” “Happy Diamonds,” “Ice Cube,” “Alpine Eagle,” and high jewelry collections.
The partnership brings Hadid, a model and entrepreneur, back to the fashion stage, marking a new chapter for the brand, said Chopard.
Hadid, who began her career in the fashion industry at 16, has modeled for 30 different editions of “Vogue,” won “Model of the Year” at the British Fashion Awards in 2022, and was named one of Time magazine’s 100 most influential people in the world for 2023.
She first wore Chopard’s jewelry for the 2021 Cannes Film Festival, which started her admiration for the brand.
“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,” said Hadid.
For her first campaign, seen below, she was photographed by Alasdair McLellan wearing pieces from Chopard’s “Happy Hearts,” “Happy Sport,” “Happy Diamonds,” “Ice Cube,” “Alpine Eagle,” and high jewelry collections.
“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,” said Caroline Scheufele, the co-president and artistic director of Chopard.
Hadid also starred in Chopard’s new campaign, “Sculpted by Light,” wearing pieces featuring the brand’s “Ice Cube” motif, which first debuted in 1999 on a watch.
She dons two new variations of the design—an 18-karat rose gold “Haute Joaillerie” choker and cuff from the “Ice Cube” collection featuring the familiar cube shapes. Each square was shaped individually by jewelry artisans to varying heights with added brilliant-cut diamonds.
Chopard explains that this design causes a rosy light to reflect off the rose gold and diamonds of the pieces in a way that mimics the sun reflecting off the skyscrapers in a skyline during golden hour.
This variation plays off the existing design of the “Ice Cube” motif, where each square is subtly faceted to multiply the refraction points and increase how much light it casts back.
See Chopard’s new “Ice Cube” choker and cuff.
Chopard’s “Haute Joaillerie” choker from the “Ice Cube” collection in 18-karat rose gold with brilliant-cut diamonds totaling 4.10 carats (price upon request)
The “Haute Joaillerie” cuff from the “Ice Cube” collection in 18-karat rose gold with 4.43 carats of brilliant-cut diamonds (price upon request)
The “Sculpted by Light” campaign is a celebration of purity, appeal, and the contemporary character of the “Ice Cube” jewelry, said Chopard.
It was shot by Charlotte Wales, a fashion photographer and director.
She placed Hadid against an abstract urban scene for her background to bring in the idea of a night skyline where light shines out of the buildings’ windows.
Bella Hadid wearing Chopard’s new choker and cuff, two new additions in its “Ice Cube” collection.
Bella Hadid posing for Chopard’s “Sculpted by Light” campaign.
While the choker and cuff, which released today, are not available online, the rest of the “Ice Cube” collection can be found on Chopard’s website.
To see Bella Hadid’s full campaign, visit the Chopard website.
More on Collections
The Latest
Events & AwardsMar 03, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on March 13.
SourcingMar 03, 2026
7 Trends That Could Define the Diamond Industry’s FutureExperts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.
MajorsMar 03, 2026
Swiss Refiner Completes Acquisition of Gannon & ScottThe American precious metals refiner’s day-to-day operations remain the same post-acquisition.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
TrendsMar 03, 2026
Amanda’s Style File: AquatopiaThese aquamarine jewels channel the calming energy of the March birthstone.
Weekly QuizFeb 26, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsMar 03, 2026
AGTA Adds Another New Category for SpectrumThe “Innovative Design” category and award will debut in the Spectrum division of this year’s AGTA Spectrum & Cutting Edge Awards.
EditorsMar 02, 2026
Jewelry at the Actor Awards: Reimagining Hollywood GlamourDiamond jewelry was the star of the event formerly known as the SAG Awards.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
SurveysMar 02, 2026
Consumer Confidence Edges Up in FebruaryConsumers were somewhat less worried about the future, though concerns about rising prices and politics remained.
Events & AwardsMar 02, 2026
JVC to Honor Rebecca Foerster at Annual LuncheonFoerster is this year’s Stanley Schechter Award recipient.
Events & AwardsMar 02, 2026
JFC Names 2026 ‘Facets’ Honorees Sponsorships and tickets to the annual fundraising event, set for May 31, are available now.
CrimeFeb 27, 2026
Man Charged in Murders of Father, Son Jewelers in ChicagoChicago police and members of the U.S. Marshals Service tracked down the 35-year-old suspect earlier this week in St. Louis.
SourcingFeb 27, 2026
South African Diamond Mine Closes Amid Search for Missing WorkersOwners of the Ekapa Mine reportedly filed for liquidation about a week after a mudslide trapped five workers who have yet to be found.
MajorsFeb 27, 2026
Jewelers Mutual to Donate $10M to Savannah College of Art and DesignA 10-year alliance has also begun to address the shortage of bench jewelers through scholarships, enhanced programs, and updated equipment.
AuctionsFeb 26, 2026
Noonans to Auction Lady Wardington’s JewelryThe jewelry collection belonged to “one of society's most glamorous and beautiful women of the mid-20th century,” said the auction house.
SourcingFeb 26, 2026
Anglo American CEO Gives Insight Into De Beers SaleThe update came as Anglo took its third write-down on the diamond miner and marketer, which lost more than $500 million in 2025.
ColumnistsFeb 26, 2026
Practical Ways Jewelers Can Leverage AI in 2026Emmanuel Raheb discusses the rise of “GEO” and the importance of having well-written, quality content on your website.
CrimeFeb 26, 2026
Three Sentenced in California Jewelry HeistEach received around four years for burglarizing a jewelry store and a coffee shop in Simi Valley, California, last May.
Events & AwardsFeb 26, 2026
GIA Names 2026 Jewelry Design Contest Winner, Retires Annual AwardCatherine Aulick, a GIA graduate, received the ninth and final Gianmaria Buccellati Foundation Award for Excellence in Jewelry Design.
TrendsFeb 25, 2026
Engagement Ring Trends 2026: What’s In, and WhyWe asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.
EditorsFeb 25, 2026
Q&A: Brilliant Earth’s CEO on the New Beverly Hills StoreBeth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”
PodcastsFeb 25, 2026
Episode 2: Jewelry Trends & Does the Red Carpet Matter?Are arm bands poised to make a comeback? Has red-carpet jewelry become boring? Find out on the second episode of the “My Next Question” podcast.
WatchesFeb 25, 2026
Private Equity Firms Write Down Value of Breitling, Report SaysThe Swiss watchmaker is battling declining sales amid a rapid retail expansion, according to a Financial Times report.
IndependentsFeb 25, 2026
Borsheims Names 2025 ‘Ike-It’ Award WinnerRachel Bennett, a senior jeweler who has been with Borsheims since 2004, earned the award.
Policies & IssuesFeb 24, 2026
IEEPA Tariffs Terminated, New 10% Tariff Already ImposedAfter the Supreme Court struck down the IEEPA tariffs, President Trump imposed a 10 percent tax on almost all imports via a different law.
IndependentsFeb 24, 2026
Sherry Smith Now Principal Partner at The Retail SmithsThe industry veteran, who was with The Edge Retail Academy for 14 years, joins her husband at the company he founded in 2022.
IndependentsFeb 24, 2026
Yafa Signed Jewels to Open Store in MiamiThe vintage signed jewelry retailer chose Miami due to growing client demand in the city and the greater Latin American region.
