Move over, Cara—Topshop’s got a new face for its Fall campaign, and this time it’s 20-year-old model Gigi Hadid who’s taking centre stage. Shot by Tyrone Lebon and styled by Topshop’s Kate Phelan, the campaign sees the model showing off the British retailer’s top fall staples as well as key athleisurewear pieces that are currently having their fashion moment.
“Working with Gigi Hadid on this campaign continues to strengthen our international vision for the Topshop brand,” said Sir Philip Green, owner of the Arcadia family under which Topshop falls. “We are continually developing our footprint across all markets with ambitious plans both in the U.K. and internationally, and I feel like Gigi is an ideal ambassador to underpin these efforts.” The model’s appointment comes after British beauty Cara Delevigne fronted two seasons of campaigns and it certainly looks like Topshop are now looking to mix up the faces that represent their brand. Not to mention the fact that Hadid has 4.9 million Instagram followers – something that is bound to work in favour of the partnership. Then there is the fact that, as an American, Hadid is a way for Topshop to appeal to its increasingly diverse and widespread audience – after all, the store is now open in a number of locations, including n the Middle East, Germany, Canada, Panama, and New Zealand, in addition to new third-party retailers planned in Southeast Asia, the Netherlands, and across Europe for 2016.
Hadid’s own unique kind of appeal also hasn’t gone unnoticed in the fashion world. The daughter a reality TV star from the The Real Housewives of Beverly Hills, Hadid signed to IMG in 2011. Campaigns for campaigns for Tom Ford, Seafolly, and Maybelline quickly followed, while on the catwalk she has walked for Tommy Hilfiger, Marc Jacobs and Chanel, as well as for Max Mara, whose show she opened and closed. She has also appeared in several editions of Vogue, Grazia and CR Fashion Book across the globe. Now Hadid will join the likes of Hailey Baldwin, who the brand announced as the face of their denim line this spring, and Kylie and Kendall Jenner, with whom Topshop partnered with on a summer capsule collection.