Bella does denim: Hadid turns Joe’s Jeans ads into a fashion moment


Bella Hadid and Matthew Noszka for Joe’s Jeans SS16

Move over Gigi, here’s one campaign that another member of the family is fronting. Joe’s, the denim brand, has unveiled its newest ad campaign starring Bella Hadid alongside Matthew Noszka.

Such is the importance placed on ad campaigns these days that the brand informs us it “celebrated the campaign launch during LA Market Week on March 17 at a private event at West Hollywood’s Sunset Tower Hotel with Hadid and Noszka.”

Hmmm. Not sure a few black black and white shots merit all that fanfare. But hang on a minute… I really shouldn’t be so cynical.

The point about Bella, Gigi, Jourdan, Kendall, Karlie, Cara et al is they have a transformational effect on the campaigns they front. They turn any campaign into an event, any look (however simple and basic) into a fashion moment and any set of pictures into a social media statement. In short, they make an impact of the kind we’ve not since the supermodel days of Linda, Naomi, Christy and Kate back in the 1990s.

Just listen to what a trio of Joe’s Jeans execs have to say. “The campaign with Bella elevates the Joe’s brand and highlights the company’s product and image in a new and compelling way,” said Joe’s CEO Suzy Biszantz. Meanwhile founder and creative director Joe Dahan added that Hadid was a perfect choice for the campaign because “she can make a simple tee and jeans look like an of-the-moment trend and she’s on the pulse of pop culture.”

And Jameel Spencer, fashion division president at Joe’s owner Sequential Brands Group said: “The ability to create and deploy content in real time speaks directly to how media is being consumed, and Bella and Matthew are proof of how social media can move culture. [The campaign] allows us to engage with like-minded consumers.”

The point is, this is about more than the way they look. It’s also about their celebrity, their social media followers and their overall influencer status.

The campaign launches this month across multiple digital platforms and outdoor advertising will run in LA, New York and Chicago. A campaign film and additional creative content will be featured on

It was all shot by director and photographer Anthony Mandler in a vintage theatre in downtown LA where the 15-year-old fashion label is based. It features the newest denim fits and washes from the label. These include Bella the Charlie distressed short in the Nettie Wash and Debbie crop in Ryla wash. Matthew is shown wearing the latest washes available in the brands’ signature Brixton straight and narrow fit, and Collection leather bomber jacket.


Bella Hadid for Joe’s Jeans SS16

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