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Girl on fire: Bella Hadid is the new face of TAG Heuer, starring in a knock-out new campaign lensed by Cass Bird
Credit: Cass Bird/Courtesy of TAG Heuer

Bella Hadid is unstoppable.

In the midst of a stellar fashion month in which the 20-year-old supermodel has been seemingly ubiquitous on and off the runways in each city, Hadid has also been announced as the newest brand ambassador of Swiss luxury watch powerhouse TAG Heuer, joining a coterie of A-list superstars that also includes Cara Delevingne and Chris Hemsworth.

To cement her newly-minuted ambassador status, Hadid also stars in a stunning campaign lensed by iconic American photographer Cass Bird, whose effortless images of the rapidly-rising model are not only refreshing in their simplicity, but are true to a Hadid family tradition of being total knock-outs in every respect.

“Bella is one of my all time favourite women,” Bird said of Hadid in a statement accompanying the unveiling of the campaign. “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!”

At an event announcing Hadid’s new role, TAG Heuer CEO and Chairman of the Watch Division of LVMH, the charismatic Jean-Claude Biver reiterated Bird’s sentiments, saying that Hadid’s “bold and confident spirit” is sure to resonate with others in her generation.

With some 11 million followers and counting, plus a new slew of blue chip runway appearances under her (featherweight) belt, Biver isn’t wrong: it seems the age of Bella is well and truly upon us.

Tile image: Cass Bird/Courtesy of TAG Heuer
Cover image: Courtesy of TAG Heuer