In the midst of a busy New York Fashion Week, is there a better time to unveil a splashy new supermodel campaign? Chopard certainly seized the moment: Today, the luxury jeweler releases its new Happy Diamonds campaign, starring supermodels Bella Hadid and Liu Wen.
The new cinematic images and video, shot by photographer Greg Williams and director Manu Cossu, celebrates the house’s 50th anniversary of its historic Happy Diamonds collection. (For those new to the Happy Diamonds pieces, they feature loose “dancing diamonds” set in a variety of pieces including elegant bracelets, necklaces, and earrings.)
Hadid and Wen sport new pieces that dig into Chopard’s archives—reviving iconic pieces such as its “Happy Sport The First” watch (featuring the loose Happy Diamonds inside the dial), or Happy Diamonds pendant necklaces, featuring three diamonds set in luxurious 18-karat white, rose, or yellow golds.
The jewelry label will also host a party for Wen and Hadid tonight during New York Fashion Week, to celebrate the new campaign. But ahead of all that excitement, Vogue caught up with Hadid earlier this month, to chat about what’s inside her own jewelry collection, what’s on her fall fashion wishlist, and what her next big career moves will be. (Hint: More of her own companies soon—maybe!). Below, read on for our exclusive interview with Hadid.
You have a long history of working with Chopard. What’s been your favorite parts of working with the brand?
Hadid: It goes back so many years now, that it feels like home for me. Caroline [Scheufele] is one of the most incredible people to work with creatively—we’ve grown extremely close. In the industry that we are all in, it’s sometimes hard to [connect]. She understands me and has always stood by me. In some of my darkest times during my career, she has always not only just checked in, but supported me and given me a seat at every single table, physically and metaphorically. She’s the reason I love Chopard—but then, of course, I get to wear these incredible diamonds too.
What was it like shooting this latest campaign? How was the vibe on set?
Energy on set is so important, and the teams that you bring around you. Some people want to be in the industry just to be in the industry, and some people are in the industry because they love the art, fashion, creativity and uniqueness of it. Those are the people that I strive to always want to work with. In the beginning of my career, I wasn’t able to have that much say in it. Now, on big jobs like Chopard that are so monumental and impactful, I’m proud because we had such a great team. Greg Williams is one of the most amazing photographers of all time, but I only ever get to shoot with him at the Cannes Film Festival. When we’ve shot together, we haven’t always had a lot of time. But we’ve always just clicked since the minute I met him. And to have Ib Kamara, Isamaya, Stephen Galloway—you couldn’t think of a better, more energetic team of people.
I was interested in how you worked with Stephen as a movement coach. How did you guys work together?
It’s telepathy with Steven Galloway. If you want to talk about happy diamonds, let’s talk about the happiest human! He makes sure that every person in the room does feel happy. I always strive to be that way on set too, even when I don’t feel well. He was able to give me that energy on days when I was feeling drained—he was filling my cup up again. I’m not a dancer, honey, let me tell you—but Steven makes you feel like one. He makes you feel like you can do anything. His choreography gives me chills.
Video: Courtesy of Chopard
Did you guys have any Old Hollywood icons on the mood board? Given the whole campaign is very Hollywood.
