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Bella Hadid works from home in Jacquemus FaceTime campaign

Given the ongoing lockdown, fashion brands have had to think outside the box to organize photoshoots. The latest to date is Jacquemus, which has called on Pierre-Ange Carlotti to capture the visuals for its new campaign via FaceTime.

And who better than Bella Hadid to strike a pose for the photographer? Showing the key pieces of the spring-summer collection with a dazzling smile, the American model appeared to be very much at ease when working from home.

Bella Hadid
Jacquemus presents its 2020 spring-summer campaign featuring Bella Hadid and photographed via FaceTime by Pierre-Ange Carlotti. Image: Instagram/@bellahadid

Virtually everywhere in the world, photographers, designers, models, art directors, stylists, hairdressers and makeup artists are currently under orders to stay at home. Not surprisingly, this state of affairs amounts to a significant problem for fashion houses and ready-to-wear brands, which were relying on bringing all of these beautiful people together to produce campaigns for their 2020 spring-summer collections.

In response to these adverse circumstances, brands have had to be more creative than ever. A case in point is Jacquemus. This week the fashion label presented images for its summer campaign featuring American top model Bella Hadid, which were captured over FaceTime by photographer Pierre-Ange Carlotti under the supervision of Simon Porte Jacquemus.


For this particular summer campaign, the team could not rely on the evocative power of a paradisiacal setting. Bella Hadid, whose silhouette appears unchanged after weeks of lockdown, strikes a pose in all but empty rooms, surrounded by white walls, mirrors and windows. However, this has done nothing to diminish the power of these images of the 23-year old presenting the label’s ready-to-wear pieces, and even posing nude, or almost nude, with Jacquemus’ iconic bags.

Christened “Jacquemus at home,” the campaign is now visible on social networks. Bella Hadid shared the shots along with the remark: “Best few hours… Reconnecting…..” CL /ra


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