Gigi Hadid is one of the most photographed women in the world, but now she's stepping behind the camera. She's photographing the next campaign for Versus Versace, which just so happens to be the fashion line's collaboration with her boyfriend Zayn Malik.
Malik himself posted a teaser of the shoot on his Instagram in the form of a short clip made to look like security camera footage. The few seconds shows Hadid holding a camera in one hand and some sort of hand-held lighting rig (or maybe just an iPhone with the flashlight on) in the other. Malik himself and model Adwoa Aboah (who recently appeared alongside Hadid on the latest cover of Vogue) will be the campaign's stars.
It's the biggest example yet of a burgeoning trend: super famous models stepping behind the camera. Gigi's sister Bella Hadid shot Laurie Lynn Stark and Jesse Jo Stark, the mother-daughter duo behind jewelry line Chrome Hearts for an online W magazine story. Her best friend Kendall Jenner photographed Kaia Gerber, Cindy Crawford's daughter, and Hari Nef for Love magazine. Previously, Gigi has taken polaroids for V, but helming an actual major fashion campaign is a first for this group of models.
The details of Malik's collection for Versus Versace are still under wraps (it was Donatella Versace herself who came out to take a bow at the line's latest show in London last month).
The Versus line has an interesting history. Gianni Versace originally launched it in 1989 as a line for his sister Donatella to design. It was briefly shuttered in 2005 but then relaunched as something of a launchpad for younger designers in 2009. Christopher Kane originally worked on the line until rededicating himself to his own. Jonathan Anderson contributed for a bit before being scooped up by Loewe. Anthony Vaccarello was tapped next, but left last year to take over the reigns at Saint Laurent.
After Vaccarello's exit, the house announced it would instead enlist a series of celebrities to create capsule collections for the brand with Malik being the first. Though, Versus Versace did produce a capsule collaboration with rapper M.I.A. back in 2013, so it's not completely uncharted territory for the brand. It seems Malik's collection will take a similar format: a small array of items supported by a social media-focused advertising campaign.
As for when all of this will drop, all we know is that it's "coming soon." As Malik captioned the clip, "Stay tuned."
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