Bella Hadid is back as the new face of sultry Saint Laurent

It’s been almost 10 months since we’ve seen Bella Hadid in a fashion campaign. Though that may not seem like a significant length of time, for an average working model taking that amount off could ultimately work against you – but Bella Hadid isn’t your average model. Back in September 2023, we saw her transformed into a bald-headed robot version of herself for Heaven by Marc Jacobs’ AW23 campaign, but now she’s finally back and this time it’s with a much more naturalistic look.

In a single image released to the label’s Instagram, the model takes centre stage in Saint Laurent’s Fall 24 campaign, reclining on a pink bedspread in a ribbed white dress with lace detailing around the neckline. In the Gray Sorrenti-lensed shot, Hadid nestles next to a faux-fur coat plopped down beside her, and also sports a stripped back beauty look, with undone bed-hair and a hint of a cat-eye.

Though Hadid obviously has a stacked CV, this is actually the first Saint Laurent campaign she’s ever been in, and it’s clear to see how she bagged it. Back in May, the model attended the Cannes Film Festival in the south of France and hit the red carpet in a slinky, transparent dress from Anthony Vacarello’s AW24 collection. Expectedly, the look set the internet ablaze, with Hadid reclaiming her mantle as the queen of Cannes, thanks to her triumphant return.

Not only that, but it was later reported by WWD that Hadid’s nearly-naked moment helped to significantly boost brand impact, using Launchmetrics’ scale of media impact value (MIV) as an assessment. According to the report, Hadid’s single appearance on the red carpet generated $7.2 million of MIV, so no wonder the brand picked her to front the new campaign.

But, besides red carpets and fashion campaigns, Hadid has most notably been a vocal supporter for Palestinian liberation over the last couple of months. While out and about at Cannes, the model wore a keffiyeh-inspired dress from Micheal & Hushi’s AW01 collection, and later wrote a tribute to her native Palestine on Instagram, and also starred alongside Mustafa in his new music video “Gaza Is Calling”.

Click here for exclusive, behind the scenes footage of Hadid and Mustafa on set, and click here for a list of resources to support Palestinians in Gaza.