Jewelry and crystal label Swarovski calls on global supermodel and influencer Bella Hadid as its newest brand ambassador. Lensed by Mert Alas and Marcus Piggott, Hadid is seen wearing some of the jeweler’s forthcoming projects and pieces from upcoming campaigns.

In regards to the announcement, creative director Giovanna Engelbert says, “Bella Hadid sums up the individualistic and transformative attitude of a new global generation. She is a multifaceted character who evades the boxes of rules and conformity.” Hadid continues, “I was very familiar with Swarovski already. It really is such a timeless and iconic brand. I love the new collections and what the brand has been doing, especially these past two years under the creative vision of Giovanna, and I really see Swarovski as the contemporary jewelry brand of the future.”

The model adds, “Jewelry is about expression and celebrating individuality – Swarovski celebrates all people and the idea of modern glamour, and I love that.” The campaign imagery features a colorful palette, with each color representing a different side of the supermodel. Furthermore, the label’s crystals take a fluid approach that is both modern and transformative.