Bella Hadid Is Chopard’s New Brand Ambassador
The model and entrepreneur stars in two new Chopard campaigns.

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.
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.
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.
The Latest

The retailer, which recently filed Chapter 11, inked a deal to sell its North American business and intellectual property.

Target CEO Brian Cornell will step down in February and be replaced by the company’s chief operating officer, Michael Fiddelke.

The group met with the president's senior trade advisor earlier this week to express the industry’s concerns about the effects of tariffs.

Jewelers of America is leading the charge to protect the industry amidst rising economic threats.

The pop-up will display this year's Tiffany & Co. Singles Championship trophies along with a diamond-encrusted tennis racket and ball.


The New Hampshire-based store has expanded to Boston, propelled by the success of Alex Bellman’s TikTok page, “The Truthful Jeweler.”

The latest incident happened Monday at a store in Oakland, California, continuing a pattern JSA first warned about last month.

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

The new aqua green New York Harbor Limited Edition II is the watchmaker’s second collaboration with the Billion Oyster Project.

Participants who attend any three Rings of Strength events will be awarded a special medal.

The investment company, founded by Dev Shetty, has acquired the struggling miner and its assets, including the Lulo mine in Angola.

Smith shares wisdom he gleaned from a podcast he was listening to one morning while being walked by his dog, a Malshi named Sophie.

The counterfeit Van Cleef & Arpels jewels would have been worth more than $30 million if genuine.

The MJSA Mentor & Apprenticeship Program received the Registered Apprenticeship Program designation by the U.S. Department of Labor.

Casio executive and watch enthusiast Masaki Obu is the new general manager of its U.S. timepiece division.

Barabash, Verragio’s client relations representative, was a vital member of the team and is remembered as being warm and full of life.

Allison-Kaufman has received the honor for the fourth year in a row.

The company had a solid second quarter, with sales of non-charm jewelry outpacing sales of pieces in its core collections.

Taylor Swift dons the vibrant pair in new promotional imagery for her upcoming album, “The Life of a Showgirl,” set to release in October.

Its investment in micromechanics expert Inhotec will preserve skills essential to the watchmaking industry as a whole, said the company.

Nicolette Bianchi joins the wholesale provider with more than 15 years of cross-industry experience in marketing and product development.

Longtime Casio executive Yusuke Suzuki is the new president and CEO of Casio’s U.S. subsidiary.

The full-day sourcing and networking event, slated for Aug. 18, will be followed by the fifth annual Mega Mixer Summer Soirée.

Model Georgina Rodríguez received a rock of an engagement ring, with her diamond estimated to be 35 carats, experts say.

The board elected 9 new directors at its recent ICA Congress in Brazil.

Three winners will receive a custom ring from Honest Hands Ring Co. inlaid with a piece of history from Denver-based distillery Stranahan’s.

JD Sports and Wawa were among the fastest-growing retail companies in the U.S. last year.