Looks like Gigi Hadid’s next great venture is into the world of jewelry.
According to this article featured in the LA Times, Hadid will be the first brand ambassador for the French jeweler, Valérie Messika. The brand was established over a dozen years ago, and emphasizes diamonds and making jewelry geared towards a younger crowd. That is why she wanted Hadid to be the face of the brand; for her connection to fashion and youth culture.
“She exudes a certain warmth,” said Messika. In this Elle French article, Messika is also quoted as saying [translated from French], “Gigi is the image of the woman Messika. Spontaneous, solar, luminous.”
The campaign will appear in magazines this fall, and will feature Hadid shot by Mert Alas and Marcus Piggott. The collaboration between Hadid and Messika is named The Move Addiction collection, and will feature diamonds set in pink, white or yellow gold, with stand-out pieces including a ring, earcuff, necklace and $60,000 choker for the high-end range.
Messika plans on opening the brand’s first stores in the U.S. in Miami and Los Angeles this year, as well as a shop-in-shop at Saks Fifth Avenue in New York. With a presence in 55 countries already and now one of the biggest names in fashion on board, Messika is a force to be reckoned with.