During the whirlwind of New York Fashion Week, could there be a better moment to launch a dazzling new supermodel campaign? Chopard took full advantage: today, the luxury jeweler unveils its new Happy Diamonds campaign, featuring supermodels Bella Hadid and Liu Wen. The new cinematic images and video, shot by photographer Greg Williams and director Manu Cossu, celebrate the 50th anniversary of the house’s iconic Happy Diamonds collection. (For those unfamiliar, Happy Diamonds pieces feature loose “dancing diamonds” set in elegant bracelets, necklaces, and earrings.)
Hadid and Wen wear new pieces drawn from Chopard’s archives—reviving iconic designs like the “Happy Sport The First” watch (with loose Happy Diamonds inside the dial) and Happy Diamonds pendant necklaces, which feature three diamonds set in luxurious 18-karat white, rose, or yellow gold. The jewelry brand will also host a party tonight during New York Fashion Week for Wen and Hadid to celebrate the new campaign. But before all that excitement, Vogue caught up with Hadid earlier this month to talk about her own jewelry collection, her fall fashion wishlist, and her next big career moves. (Hint: More of her own companies soon—maybe!) Below, read our exclusive interview with Hadid.
You have a long history of working with Chopard. What have been your favorite parts of working with the brand?
Hadid: It goes back so many years now that it feels like home to me. Caroline [Scheufele] is one of the most incredible people to work with creatively—we’ve grown extremely close. In our industry, it’s sometimes hard to connect. She understands me and has always stood by me. During some of my darkest times in my career, she has always not only checked in but supported me and given me a seat at every table, physically and metaphorically. She’s the reason I love Chopard—but then, of course, I also get to wear these incredible diamonds.
What was it like shooting this latest campaign? How was the vibe on set?
Energy on set is so important, and so are the teams you bring around you. Some people want to be in the industry just to be in the industry, and some are in it because they love the art, fashion, creativity, and uniqueness of it. Those are the people I always strive to work with. Early in my career, I didn’t have 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.
I was interested in how you worked with Stephen as a movement coach. How did you two work together?
It’s telepathy with Stephen Galloway. If you want to talk about happy diamonds, let’s talk about the happiest human! He makes sure every person in the room feels 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 Stephen 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 have any Old Hollywood icons on the mood board? Given the whole campaign is very Hollywood.
My head first went to Mulholland Drive for some reason, because there were some chaotic parts to it. But to be honest, on set, it wasn’t necessarily about references he was pulling. Which is crazy for me, because I usually go to the mood boards immediately when I get to set. Who is the girl? What is she doing? Why is she here? But tThis time, it was more about the energy he needed from me. What did you think of the new jewelry pieces? The Happy Diamonds bring back memories for me. When my mom had me, my brother, and my sister, my dad gave her a Chopard necklace with three Happy Diamonds in it. Doing the campaign for them, I was already in love with them: I have childhood memories of my mom dropping me off at school, and I would see her necklace when I pulled away from a hug. Another piece Caroline recently gave me was a bracelet. It has one of the little Happy Diamonds in it. And for my birthday last year, they also gave me the hearts with Happy Diamonds inside. I think I cried for three days. You’ve worn so many amazing Chopard jewels on the red carpet over the years. Any standouts? It’s interesting to wear such high fine jewelry—it almost feels like a fever dream, because I get back in the car and then I have to give it back. I’m like, “All right, well, that was fun!” I think they’re all very special. The one that’s so me is one I wore recently to a Vanity Fair after-party. It’s this dangly, triple diamond necklace with these diamond conchos on it. It’s to die for. I just borrowed it again for a campaign I shot for Orabella. Photo: Courtesy of Chopard Photo: Courtesy of Chopard In terms of jewelry, are you a collector of anything in particular? What would we find in your jewelry box? I collect a lot of raw gold. I think that’s my number one. I collect a lot of Egyptian coin bags or belts, and I love concho belts with old leather. I love rubies: I bought a pair of red ruby hearts that are dangly, and they’re almost bronzy. They’re gorgeous. I do a lot of girl math when it comes to buying jewelry. Recently, I’ve been getting into watches, too: I wore the same watch for so many years that it was weird to take it off. But now, I’m trying to find my piece again. On the topic of timepieces… what’s your definition of a day well spent? How would you spend a day off? It depends on how you’re feeling, to be honest. Some days I have to force myself to just lay in bed on days when I know I won’t have a day off for a while, because living in a world that is so instant and so consistent with energy, and everyone’s always moving around, I feel very guilty if I take a day off. If I’m not doing something or have a plan, it makes me anxious, but I think it’s really important to give yourself grace to have those days to just really be in the moment—be present, go sit outside for a little bit, go back inside, spend time with your dog, listen to music, start a new show. Don’t be worried that you’re taking a day for yourself. I’d wake up, maybe go jump in a cold body of water that hopefully is out in nature somewhere, go see a waterfall, find a great sandwich shop that you want to try, go into the middle of a field, make a picnic. And spend time with family. That would be my perfect day, at home with kids and family—making food and playing games. With fall coming up, we’re curious what’s on your fall shopping wish list. For fall, I’m excited to be able to wear my sweaters again. A lot of layering—layering dresses and skirts. I love lace right now, which I always have. I love my brown hues of color, so that’s pretty much where I’ll probably stay—maybe with a pop of red. I mean, boots. I might bring back my Doc Martens. Who’s to say? A soft grunge moment—a little lace with some blue Levi’s and Docs. And a thin oversized leather jacket over it. Photo: Courtesy of Chopard Do you ever get surprised at how fast you can ignite trends? I mean, you basically started a whole western fashion movement a few years back. It still surprises me. I have a lot of different characters of myself—different versions that I experiment with around my clothes. I’m a Libra in that way. We’re putting together my archive of my clothes right now, and it’s been so exciting to see everything in one place. I wish I could give you a tour. I’ve gone through so many diDifferent eras, but my style comes naturally to whatever I’m thinking about—a movie I’ve seen, or a hat I find in a ’60s costume store. I’m drawn to things I come across while thrifting or shopping online—Etsy, Depop, eBay. I always look for the best prices. I think, “Okay, there’s one bag I could buy for three grand at a big store. How many things could I get for that much money?” And it’ll be, like, 500 things. I’m like, “Girl math—it was all free.” But I really love finding special little pieces and stopping along the way on road trips to hunt for things that might inspire me. When you get into fashion, people want to shape you into something. When I just stopped caring—and people would make fun of what I was wearing—I thought, you know what? She was cool and living and happy—she was done trying to fit into something that would make sense for everyone to love. I’ve reached the point where I can say, “Actually, forget it.” I’ll wear snowboarding pants with my Nikes and a crochet hat. What are you looking forward to this fall and in the months ahead? What’s next? Maybe a return to acting again, like in The Beauty? Oh my god, that was crazy town. I would love to. Right now, I’m finally getting to a place where I feel like I’m healing from the past couple of years—so much intensity, trials and tribulations, ups and downs. I’m always working. What’s funny is people are always like, “She’s back!” And I’m like, “I was here three months ago.” I’m always working or shooting. I’m always working on Orabella consistently, every single day. Right now, that really is my true passion—my team and making sure I can be the best boss I can be. I want to make Orabella everything I’ve always dreamed it could be. I really just want to settle down into a small life and have my companies. And yes, that’s companies with an s, because I will have more. This interview has been edited and condensed for clarity.
Frequently Asked Questions
FAQs Bella Hadid on Collecting Jewelry Fall Fashion Essentials Her Role with Chopard
Collecting Jewelry
Q What got Bella Hadid into collecting jewelry
A Her mother Yolanda collected jewelry and Bella grew up around it She has said vintage pieces feel like wearable history which is part of why she loves them
Q What does vintage jewelry actually mean
A Generally jewelry at least 2030 years old Antique usually means 100 years old Bella gravitates toward 90s and 70s pieces
Q Whats the difference between estate and vintage jewelry
A Estate just means preowned it can be any age Vintage refers to the era it was made A piece can be both
Q What kinds of pieces does Bella collect
A Gold chains chunky signet and dome rings vintage watches and statement earrings She mixes high jewelry with affordable pieces
Q Why collect vintage instead of always buying new
A You get unique pieces no one else has often better craftsmanship and its more sustainable than buying new
Q Where does she find pieces
A Vintage dealers auction houses flea markets and her moms collection Shes also talked about browsing eBay and 1stDibs
Q How do I start collecting on a budget
A Start with one category like gold hoops or signet rings and buy the best quality you can afford Costume jewelry from the 80s and 90s is a great entry point
Q What should beginners look for when buying vintage
A Check for hallmarks secure clasps and stones that arent loose Ask about repairs and whether stones are original
Q Whats the biggest mistake new collectors make
A Buying trendy pieces they wont wear in five years Buy what youll actually wear not just whats popular
Q How do I care for vintage jewelry
A Keep pieces dry store them separately in soft pouches and skip harsh cleaners Take delicate or antique pieces to a jeweler for cleaning