Celebrity Name: Bella Hadid
Brand Name: Miss Sixty
Deal Type: Co-Creative Director / Capsule Collection Design Partnership
Announced: February 27, 2026 — Milan Fashion Week
Impact: Strengthens Miss Sixty’s positioning in the Y2K denim space, deepens its association with Hadid as a core muse, and adds momentum to the broader 2026 trend of celebrity-led fashion campaigns
- Bella Hadid debuted a 35-piece capsule collection with Italian denim label Miss Sixty at the brand’s Milan flagship store on February 27, 2026, during Milan Fashion Week.
- The collection leans into Y2K and ’90s nostalgia: low-rise flared jeans, fitted crop tops, and figure-hugging silhouettes with signature ruby-red buttons, metallic accents, and the iconic “60” star motif.
- Hadid served as co-creative director for the campaign, shooting with photographer Yasmine Diba in a surrealist ’90s mall setting inspired by Mean Girls and Jennifer’s Body.
- The collection dropped online February 28 and is available at Miss Sixty’s website and Milan flagship store.
Bella Hadid has officially stepped out of the model lane and into the designer seat, and she brought denim with her. On February 27, 2026, Hadid unveiled her debut capsule collection with Miss Sixty at the brand’s Milan flagship store, stealing the show during Milan Fashion Week.
She arrived in a double-denim look she designed herself, elongated bootleg jeans and a faded zip-up jacket adorned with star motifs, plus a surprise: a fresh set of wispy retro bangs that perfectly matched the ’90s vibe of the collection.
The 35-piece line draws directly from Hadid’s personal Miss Sixty archive and her love of early-2000s fashion. Think low-rise flared jeans, fitted crop tops, and figure-hugging cuts: all anchored in denim, but elevated with ruby-red buttons, leather star patches, and metallic accents that keep things unmistakably Miss Sixty. It’s less a costume and more a mood board brought to life.
Beyond designing the clothes, Hadid served as co-creative director of the campaign alongside photographer Yasmine Diba, recreating a surrealist ’90s shopping mall complete with diners and kiddie rides. The campaign drew visual inspiration from iconic Y2K films Mean Girls and Jennifer’s Body: campy, self-assured, and very Bella.
This isn’t their first rodeo. Hadid first revived the Italian denim label for its SS25 campaign, and the partnership has only deepened since. This launch marks a natural evolution, from brand muse to creative collaborator.
Meanwhile, Hadid has been busy on multiple fronts in Milan. She also promoted the Italian debut of her fragrance brand Orebella and walked the Prada Fall/Winter 2026 runway, cementing her status as one of fashion week’s most talked-about figures.
Speaking of celebrity-brand partnerships making waves in fashion, Sydney Sweeney starred in a bold new lingerie campaign for Syrn, while Lainey Wilson teamed up with Wrangler to drop a Spring 2026 collection targeting the festival fashion crowd.
Across the style spectrum, Ice Spice and John Turturro fronted H&M’s latest campaign in what’s becoming a landmark season for celebrity-driven brand partnerships.
Takeaways
This collaboration is a masterclass in authentic brand partnerships. Bella Hadid didn’t just lend her face to Miss Sixty: she brought her closet, her memories, and her creative instincts to the table. That’s what separates a forgettable endorsement from a collection people actually want to wear.
The Y2K revival isn’t slowing down, and Hadid is now one of its most credible torchbearers. Her ability to move between runways (Prada), personal ventures (Orebella), and now co-creative direction signals a celebrity brand evolution that’s worth watching closely.
Does Bella Hadid’s deeper creative role make you more likely to buy from Miss Sixty? Are you excited about the ongoing Y2K denim revival, or is it time for something new?
