Bella Hadid Fronts the First Major FaceTime Campaign Shoot

We’re all adapting to working from home as we continue to shelter in place as the COVID-19 pandemic continues across Canada and the rest of the world. The situation has forced businesses and their employees to adapt to new ways of working – including those in the fashion industry. Case in point: Bella Hadid starring in the first fashion campaign shot via FaceTime for Jacquemus.

Working with designer Simon Porte Jacquemus and photographer Pierre-Ange Carlotti, Hadid shot a series of images modelling pieces from the brand’s S/S20 collection. Naturally, the campaign is called ‘Jacquemus at Home.’

Sharing the images via Instagram, Hadid wrote that shooting the campaign was the “best few hours...reconnecting.” In the snaps, Bella sports an array of pieces from the brand’s 10th anniversary collection including knitted crops, an oversized white tailored suit, various bralettes, bodysuits, sunglasses, and some very specifically placed handbags.

The release of the images marks the first time a major label has adopted the FaceTime approach for a campaign, though we suspect it will be far from the only one utilizing this approach in the months to come. The pandemic is forcing fashion brands to rethink the ways in which they approach seasonal collections, and subsequently shows and campaigns. Earlier this week, London Fashion Week became the first major fashion week to announce it was pivoting to a digital-only format, and that it was also combining men’s and women’s collections.