Bella Hadid is continuing her relationship with luxury jewelry house Chopard, joining newly appointed ambassador Liu Wen for a cinematic campaign celebrating the 50th anniversary of the brand’s iconic Happy Diamonds collection.
The campaign places Hadid and Wen at the center of Chopard’s celebration of five decades of Happy Diamonds, a collection recognized for its distinctive design in which diamonds move freely within jewelry pieces. Alongside the jewelry collection, the campaign also highlights Chopard’s Happy Sport watches, bringing together the house’s heritage with a contemporary fashion and cinematic aesthetic.
According to Chopard, the campaign was created as “a cinematic campaign filled with joy, echoing the whirlwind of life.” The imagery focuses on movement, freedom and individuality, reflecting the spirit that has defined Happy Diamonds since its introduction in 1976.
The Happy Diamonds collection has long been associated with a playful approach to fine jewelry. Its designs allow diamonds to move freely inside pieces including rings, earrings, necklaces and luxury bracelets, creating a sense of motion whenever they are worn. Chopard has described the collection as both daring and playful, with movement serving as one of its defining characteristics.
Caroline Scheufele, Chopard’s co-president and artistic director, said the campaign was intended to celebrate the freedom represented by the collection while connecting the movement of the diamonds with the people who wear them.
“For 50 years, the dance of Happy Diamonds have mirrored freedom,” Scheufele explained. “Through this campaign, we wanted to celebrate that movement, both intimate and universal, that animates both the diamonds and those who wear them.”
To bring that idea to the screen and still imagery, Chopard assembled a creative team featuring director Manu Cossu, photographer Greg Williams and multidisciplinary creative Stephen Galloway. Galloway, whose career has included work as a dancer, creative director, choreographer and designer, contributed to the campaign’s emphasis on movement and physical expression.
Cossu said the campaign combines the timeless visual language associated with cinema and movie stars with a modern approach represented by Hadid and Wen. He described the imagery as drawing connections between jewelry, cinema, fashion and the wider world of beauty while maintaining a contemporary identity.
Galloway also drew directly from movement when developing the campaign’s visual language. His work helped shape the body language of the two models through inspiration from contemporary dance, giving the jewelry an additional sense of motion within the imagery.
Williams, meanwhile, said the name Happy Diamonds itself influenced his approach to the photography. He highlighted the contrasting qualities of the two models, describing Hadid as expressive and bold and Wen as elegant and subtle. The photographer said the resulting images have an immediate sense of authenticity.
The campaign also marks an important moment for the Happy Diamonds collection as Chopard introduces new versions of some of its signature designs. Among them are updated Happy Sport timepieces, a collection that became notable for placing moving diamonds directly on the watch dial while combining steel with diamonds.
The latest Happy Sport watches are offered in 26-millimeter and 33-millimeter diameters, with designs available in lucent steel and combinations featuring ethical yellow gold. The watches continue the collection’s emphasis on movement while updating the designs for a contemporary audience.
Chopard is also introducing new Happy Diamonds pendants as part of the anniversary celebration. The rectangular silhouette was first introduced by the house in 2006, and the latest versions give the free-moving diamonds additional space within the design.
The new pendants are crafted in ethical yellow, rose or white gold and feature increased volume, allowing the diamonds to move more freely inside the pieces.
For Hadid, the campaign continues an established relationship with Chopard. The model has served as an ambassador for the jewelry house since 2024 and has become a regular presence for the brand during the Cannes Film Festival, where she has appeared on behalf of Chopard.
The anniversary campaign also introduces Wen more prominently into the Chopard family. The Chinese supermodel is a newly appointed ambassador for the house, making her partnership with Hadid a notable element of the brand’s latest global campaign.
With Hadid’s expressive presence and Wen’s understated elegance at its center, Chopard’s 50th anniversary campaign uses movement as the connecting idea between its heritage and its newest designs. The result places the Happy Diamonds collection within a cinematic setting while continuing to emphasize the freedom and playfulness that have defined the collection since its debut in 1976.
