Despite the world descending into chaos this year, Hailey Bieber has continued her upward trajectory.
Having celebrated ongoing partnerships with brands including Bare Minerals, Levis and Tommy Hilfiger, Hailey can now add iconic fashion house Versace to the list. The Italian label has welcomed Hailey as the face of their newest fragrance, Dylan Turquoise – alongside the likes of Bella Hadid and Louis Baines.
The campaign is a move away from the traditional brand imagery, combining unexpected video transitions with hazy, sun-drenched landscapes, reminiscent of a 1980s holiday album captured on film.
While Versace is most well known for ornate metallic designs and symbolic prints, Hailey’s crystal mesh crop top, neon bikinis and centre parted hair (styled with clips) tap into the vintage-inspired fashion and beauty trends most recently personified by Gen-Z influencers, and seen widely across TikTok.
The fragrance itself is fruity, settling into woody notes. With key ingredients like guava, pink pepper, cedar and musk, it is intended to be fresh but sensual, evoking feelings of a European summer (which may be as close as we get in the near future).
See more from behind the scenes below.
Versace Dylan Turquoise Pour Femme EDT is available in Australia from October 4th, 2020.