Bella Hadid Celebrates 50 Years of Chopard’s Happy Diamonds in New Campaign

September 15, 2026: Bella Hadid is marking a major milestone with Chopard as the luxury house celebrates 50 years of its iconic Happy Diamonds collection. The supermodel stars in a new cinematic campaign that puts movement, freedom and the sparkle of diamonds at the center of the celebration.

 

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Bella Hadid Joins Chopard’s Happy Diamonds Celebration

Hadid shared her excitement about the campaign on Instagram, writing, “So happy to be part of this celebration with Chopard as Happy Diamonds marks 50 years of joy, freedom and sparkle.”

The new campaign celebrates five decades of Happy Diamonds, a collection known for its distinctive moving diamonds. Chopard’s official materials describe Hadid as a Maison ambassador and feature her in the Happy Diamonds and Happy Sport collections.

For the anniversary campaign, Hadid appears alongside fellow model Liu Wen, with the two bringing different forms of movement and energy to the cinematic visuals.

The Story Behind Happy Diamonds

Happy Diamonds dates back to 1976, when Chopard developed the idea of allowing diamonds to move freely between layers of sapphire crystal rather than keeping them fixed in a traditional setting.

The inspiration reportedly came from sunlight sparkling through a waterfall in Germany’s Black Forest. The movement of the water inspired Chopard to create jewelry in which diamonds could move freely and catch the light with every gesture.

That original concept became one of Chopard’s most recognizable signatures.

Now, 50 years later, the Maison is revisiting that sense of movement with its anniversary campaign.

Bella Hadid Brings Movement to the Campaign

The new campaign was directed by Manu Cossu and photographed by Greg Williams, with movement direction from Stephen Galloway.

Rather than presenting the jewelry as static luxury pieces, the campaign focuses on how the designs move with the wearer. Hadid’s portion of the campaign captures a more energetic and spontaneous interpretation of the Happy Diamonds aesthetic, while Liu Wen brings a more controlled and graceful quality to the visuals.

Hadid also credited the creative team in her Instagram post, including stylist Ibrahim Kamara, hairstylist Syd Hayes and makeup artist Isamaya Ffrench.

The result is a campaign that feels closer to a fashion film than a traditional jewelry advertisement.

Happy Diamonds Turns 50

The anniversary is not simply a celebration of the collection’s history. Chopard is also introducing new interpretations of its signature designs.

Among the pieces highlighted for the anniversary are the Happy Sport The First watches, which revisit the spirit of the original 1993 Happy Sport design. The collection also includes new Happy Diamonds pendants designed to give the diamonds additional space to move.

Chopard says the new pieces continue its focus on movement and freedom while incorporating contemporary materials and design details.

Bella Hadid’s Longstanding Connection With Chopard

Hadid’s involvement with the campaign is another chapter in her relationship with the luxury jewelry and watch house.

Chopard’s official website identifies her as a Maison Ambassador, and she has previously appeared in campaigns for Happy Diamonds, Happy Sport and other Chopard collections.

In a new interview with Vogue, Hadid also reflected on her connection to Happy Diamonds, recalling memories of seeing the collection when she was younger. She discussed her relationship with Chopard and the creative process behind the anniversary campaign.

A Celebration of Freedom and Sparkle

With its 50th anniversary campaign, Chopard is emphasizing the idea that jewelry does not have to remain still.

The freely moving diamonds have always been at the heart of the Happy Diamonds concept, and the new campaign brings that idea to life through fashion, choreography and cinematic storytelling.

For Hadid, the project also adds another major luxury campaign to her growing fashion portfolio.

HOLR has the latest news on Bella Hadid, Chopard, celebrity fashion and the biggest luxury campaigns.

FAQs

What is Chopard Happy Diamonds?
Happy Diamonds is one of Chopard’s signature jewelry collections, known for diamonds that move freely within their settings.

Why is Chopard celebrating Happy Diamonds in 2026?
Happy Diamonds was introduced in 1976, making 2026 its 50th anniversary.

Is Bella Hadid a Chopard ambassador?
Yes. Chopard identifies Bella Hadid as a Maison Ambassador.

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