Chopard Drafts Bella Hadid and Liu Wen for 50th Anniversary of Happy Diamonds Collection

Bella Hadid is still in business with the house of Chopard. The busy model (and occasional actress) has teamed with Liu Wen to help Chopard celebrate the 50th anniversary of its iconic Happy Diamonds line.

Chopard set about to honor its landmark collection through “a cinematic campaign filled with joy, echoing the whirlwind of life,” per the house, with a spotlight on Happy Diamonds pieces as well as Happy Sport watches. The former has been described as “daring” and “playful” because of the free movement of the diamonds within such pieces as diamond rings, earrings, necklaces and luxury diamond bracelets.

Chopard wanted a campaign that not only honored that heritage but reflected a certain joie de vivre. “For 50 years, the dance of Happy Diamonds have mirrored freedom. Through this campaign, we wanted to celebrate that movement, both intimate and universal, that animates both the diamonds and those who wear them,” explained Chopard’s co-president and artistic director Caroline Scheufele.

In doing so, they drafted a creative team to nail the cinematic vision, a roster that included director Manu Cossu, still photographer Greg Williams and multi-disciplined creative Stephen Galloway, who has worked as a dancer, creative director, choreographer and designer.

“The campaign is iconic in its aesthetic and imagery, with that timeless aura of a movie star. It explores how jewelry, throughout history, has shaped the collective imagination through cinema, fashion and this broader universe of beauty. At the same time, the approach is highly innovative, marked by a strong sense of modernity, embodied in particular by Liu Wen and Bella Hadid,” explained Cossu in a statement.

Added Galloway, who helped structure the body language as inspired by contemporary dance: “The Happy Diamonds made me think about movement in a completely different way.” Lastly, Williams said he was inspired simply by the collection’s name. “I am inspired by the Chopard diamonds and simply by the positivity of their name. We had two absolute dream subjects: Bella Hadid is expressive and bold, and Liu Wen has elegance and subtlety. The pictures have a total immediate authenticity.”

The Happy Diamonds collection, which debuted in 1976, is brought back to life in the campaign with new editions of pieces like Happy Sport timepieces, which was the first piece to set diamonds in motion on the dial while also pairing steel and diamonds. It is now available in 26-mm and 33-mm diameters in lucent steel and/or ethical yellow gold.

The launch also features new Happy Diamonds pendants, a rectangular silhouette that Chopard debuted in 2006. The newest pieces, crafted in ethical yellow, rose or white gold, have more volume that allows the free-wheeling diamonds to have more space.

See selections below in the campaign shots. Hadid has served as an ambassador for Chopard since 2024, and she regularly makes appearances on behalf of the house during the Cannes Film Festival. Wen is a newly-appointed Chopard ambassador.