Messika has tapped Gigi Hadid as its first brand ambassador, kicking off a push into the U.S. by the rapidly expanding French jeweler.
Valérie Messika, who established the brand a dozen years ago, selling modern settings geared towards younger women, said that she selected star model Hadid for her youth and connection to fashion.
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"She exudes a certain warmth," said Messika, who plans to open the brand’s first stores in the U.S. in Miami and Los Angeles this year, as well as a shop-in-shop at Saks Fifth Avenue in New York.
For the ad campaign that will appear in magazines this fall, Mert Alas and Marcus Piggott shot shadowy images of Hadid with splashes of red lighting. The Move Addiction collection, a collaboration with Hadid, features diamonds set in pink, white or yellow gold and will be available in the brand’s stores next month. Rings start at around $980 and the high-end range, made up of four pieces, includes a $60,000 choker.
Designer Valérie Messika also comments, "I loved working with Gigi. Her sense of detail and her discerning eye for fashion completely won me over. Her unparalleled professionalism and her involvement with the Maison throughout the development process deeply inspired me. Gigi is the embodiment of the Messika woman. She is spontaneous, sunny and bright."
Present in 55 countries, including Russia and in the Middle East, the brand has 400 points of sale.