MILAN — Take two of the most prominent “It” girls and models, have them bask in the sun on a Mediterranean island wrapped in rich prints, fluo colors and gold chains, add a pinch of sparkle and throw a couple of drones in the mix: the recipe for Versace’s latest ad campaign is served.
The fashion house tapped Hailey Bieber and Bella Hadid as its muses for a range of images, scoring a high glamour quota. Photographed in Cavallo — a small island located between Corsica and Sardinia — by Harley Weir, Bieber and Hadid are the faces of the brand’s Dylan Turquoise and Dylan Blue women’s fragrances, respectively.
Speculation about Versace tapping the two talents started to swirl in mid-June, when Bieber and Hadid were flown over to Cavallo in a trip that resonated significantly in the press as the lockdown was still impacting life in many countries.
This is the first time Bieber is fronting an ad for the Italian label, after she strutted the catwalk for Versace in the past. Hadid, though, has a long history with the brand, being a regular on the Versace runway and having appeared in its advertising campaigns for the fall 2018 and spring 2019 collections as well as for the Kith x Versace range last year.
Bieber’s official debut with the Versace gang coincides with the launch of the house’s newest fragrance, Dylan Turquoise, which is the third iteration of the Dylan family of scents manufactured and distributed by Euroitalia.
Hadid was called on to embody the Dylan Blue flanker, launched in 2017 as the women’s counterpart of the successful Versace pour homme Dylan Blue scent introduced in 2016.
At the time, Bruce Weber photographed both black-and-white campaigns. The images for the female scent were fronted by Croatian model Faretta Radić, who was portrayed among a range of male talents including Christian Hogue, Trevor Signorino and Jake Lahrman. The concept was in sync with the one conceived for Dylan Blue for men, when male fighters trained in a gym trying to win over the heart of Hadid’s sister Gigi.
These have been replaced by color images of Bella Hadid in a midnight blue look with a plunging neckline and model Louis Baines appearing with a naked torso and denim pants at dusk, respectively.
The campaign will make its debut on Versace’s social accounts beginning Sept. 15 and be featured in print media beginning next month.