'Ladies, Frost Yourselves', goes the iconic phrase in the noughties Kate Hudson rom-com How to Lose a Guy in 10 Days. Jewellery house Swarovski's new brand ambassador Bella Hadid, is seen dripping in hot pink, emerald green, sky blue, buttercup yellow and clear crystals for their freshly released campaign celebrating creative director Giovanna Battaglia Englebert's latest collection.
A vision of modern glamour and the multi-faceted nature of crystal, six portraits photographed by Mert & Marcus see Hadid framed by the octagonal silhouette of the signature Swarovski Millenia Family design. Aligning the new generation icon with Englebert's refreshing vision for the heritage Austrian crystal brand, taking on her role in May 2020 as their first ever creative director, the images see Hadid transition from sporty in yellow, to bohemian in blue and glam in white.
'Bella Hadid sums up the individualistic and transformative attitude of a new global generation. She is a multifaceted character who evades the boxes of rules and conformity. She goes from sporty to glamorous while remaining the same girl – the same Bella – with confidence and authority. In that sense, she conveys the values of Swarovski to perfection. Today, crystals are a dynamic part of our everyday wardrobe: a way of accentuating your individual style in a way that can be as casual as it can be elaborate. Bella is the poster girl for this state of mind', says Engelbert.
Swarovski are always looking for ways to tell stories with their crystals which resonate with new audiences, collaborating with artists such as James Turrell for the Swarovski Crystal Worlds in Austria. The campaign with Hadid highlights the ever-changing quality of crystals as they refract light and the world around them.
'I was very familiar with Swarovski already. It really is such a timeless and iconic brand. I love the new collections and what the brand has been doing, especially these past two years under the creative vision of Giovanna, and I really see Swarovski as the contemporary jewellery brand of the future. Jewellery is about expression and celebrating individuality – Swarovski celebrates all people and the idea of modern glamour, and I love that', the model explains.