Bella Hadid has been appointed Chopard’s new global ambassador Bella Hadid: A New Era for Chopard

The recent announcement of supermodel Bella Hadid as Chopard’s new global ambassador marks a significant shift in luxury branding, reflecting a strategic move towards engaging younger generations and embracing diversity. This partnership signifies more than just a celebrity endorsement; it represents a deliberate evolution for the esteemed Swiss jeweler, aligning its image with contemporary values and expanding its reach into new markets.

Hadid’s established influence as a fashion icon and entrepreneur, coupled with her impressive social media following of over 70 million across Instagram and TikTok, positions her as an ideal brand ambassador in today’s digitally driven landscape. Her authentic personality, diverse heritage, and candid approach to discussing both personal struggles and political views resonate strongly with millennials and Gen Z, demographics crucial for the future growth of luxury brands.

Caroline Scheufele, Chopard’s co-president and artistic director, aptly recognizes Hadid’s unique appeal: «Bella embodies beauty, elegance, and strength, qualities that perfectly reflect the Chopard woman.» This alignment of values is further reinforced by Hadid’s admiration for Chopard’s commitment to sustainability and ethical sourcing of gold.

The «Bella effect,» as Laurent François, managing partner of creative agency 180 Global in Paris, terms it, is undeniable. Hadid’s ability to generate viral trends through her sartorial choices and social media presence presents a powerful marketing opportunity for Chopard. This partnership promises not only wider brand awareness but also the creation of a sense of scarcity and desire around the pieces she wears.

Chopard’s decision to collaborate with Hadid signals a conscious effort to modernize its ambassador portfolio. Traditionally, luxury brands have relied on established Hollywood actors to represent their image. However, Chopard’s recent partnership with the South Korean K‑pop group Aespa, alongside Hadid’s appointment, demonstrates a clear intention to connect with younger, more diverse audiences. This strategic shift reflects an understanding of the evolving landscape of luxury consumption and the importance of embracing inclusivity.

Hadid’s strong American following further strengthens Chopard’s presence in the United States, a crucial market for the jewelry industry. The brand’s recent opening of a flagship store on Fifth Avenue in New York City, attended by prominent celebrities, highlights its commitment to expanding its footprint in this key market.

Chopard’s dedication to ethical practices and innovation has long been a cornerstone of its identity. As a pioneer in the use of fair-mined gold and recycled steel in watchmaking, Chopard has set a benchmark for sustainability within the industry. This commitment aligns with Hadid’s own values, further solidifying the partnership’s authenticity.

The collaboration between Bella Hadid and Chopard is more than just a marketing strategy; it represents a forward-thinking approach to luxury branding. By embracing diversity, leveraging social media influence, and prioritizing ethical practices, Chopard is positioning itself for continued success in an increasingly dynamic global market. As Caroline Scheufele aptly puts it, «Bella has the ability to connect with the global, youthful, and trendy audience we aspire to engage.» The future of Chopard seems poised for a brilliant shine.