There’s no doubt that Bella Hadid is one of the hottest and fastest rising models right now, and last year was such an amazing year for her. The 2016 “Model of the Year” awardee has chosen to work with luxury Swiss watch brand TAG Heuer not only as their newest ambassador, but also as a way to show off one of her genuine interests, photography.
Bella, with her 10 million followers on social media, has mastered the art of taking a good photo for the medium. TAG Heuer was particularly impressed with her clear and very personal artistic eye that seems to speak the language of the Millennials. With the brand’s effort to reconnect to this market, Bella proves to be a very good choice for the new #DontCrackUnderPressure campaign.
Why did TAG Heuer pick the 20-year-old celebrity? According to CEO Jean-Claude Biver, “Having Bella on the team enables me to reconnect TAG Heuer with the Millennials and young generations, and also with the brand’s avant-garde spirit, the spirit which drives us to do things differently, to innovate and to dare. The TAG Heuer family has a real team spirit. We need someone like Bella to help us capture the bold and confident spirit of young people today.”
We know Bella as one of the sexiest and most beautiful models today, but with her collaboration with TAG Heuer, we’ll get to see a side of her that we’ve never seen before. For TAG Heuer’s #DontCrackUnderPressure campaign, don’t expect to see her wearing couture or sexy lingerie. However, that doesn’t mean that we won’t get to see Bella flaunting her incredibly fit body.
Donning only a sports bra paired with leggings, a slicked back ponytail, a pair of Everlast boxing gloves, and of course – a TAG Heuer watch – Bella shows us that she too can get tough. She even chose the trendy fitness club Equinox Bond Street in New York as her venue for the collaboration launch. She definitely felt right at home at the gym.
American photographer Cass Bird shot Bella for the new campaign, and he had nice words to say about her: “Bella is one of my all time favorite women! Beautiful and completely present; one of my dream subjects and a total muse for me. She makes everyone feel welcome on set. Hands down one of the best in the industry!”
The new tagline #DontCrackUnderPressure fits Bella perfectly. We’re so excited to see what’s going to come out of this one-of-a-kind partnership between her and TAG Heuer. Not only are we loving Bella’s tough look, but we can’t wait to see more of her work as a photographer.