Bella Hadid just turned low-rise denim into a striking fashion statement in her latest campaign for Miss Sixty. The photos, taken by Gabriel Moses, create a dreamlike atmosphere that feels more like a film still than a fashion shoot.
It's her third run as the face of the Italian label, and the first that feels more authentic than the previous ones. Earlier Y2K revivals leaned on nostalgia to do the heavy lifting, but this lets the powerful images speak for themselves.
A Y2K Style Revolution Built on Contradiction
This collection breaks away from traditional styles with its unique silhouette. Unlike early Y2K trends that were fitted from waist to ankle, the latest release uses corsetry to shape the torso while allowing the lower half to flow freely with lightweight fabric. It's structured up top and relaxed below, which feels less like a costume recreation and more like a modern reimagining of Y2K fashion.
The rest of the campaign leans on the same kind of push and pull. Sexy meets scruffy. Soft, delicate fabric sits right next to denim that's been roughed up and torn to bits. Even the brand's signature 60 logo gets the same treatment, popping up in cherry and turquoise but scuffed and faded so it never looks too polished or too try-hard.
Denim is still the backbone of it all. It's not just another item among others, but the core piece that holds everything together. This is the same strategy that helped Miss Sixty become popular back in 1991.
More Than Just a Face for the Brand
Months earlier, Hadid played a modern-day Marie Antoinette for the brand's SS26 campaign, all crumbling interiors and Rococo decay. This campaign swaps that decay for something softer and stranger, closer to fantasy than history.
Then there was the capsule collection, which went even further. Instead of starting with a mood board, Hadid worked from her own memories and her own wardrobe archive. The result was full of low-rise flares, cropped tops and figure-hugging pieces, all stamped with the brand's ruby-red buttons and the 60 star.
She didn't just model it either. Hadid took on the role of creative director, teaming up with photographer Yasmine Diba to build a surreal '90s mall setting, all playful and a bit unhinged, with the same energy as films like Mean Girls and Jennifer's Body.
From Rococo Wasteland to Something Dreamier
Some people disagree with the shift from run-down Rococo style to something softer and dream-like, while others believe this is the moment when Miss Sixty finally nails Y2K properly, taking it in a new direction rather than just reusing archive photos. The latest collection is beautiful, a bit unusual, and perfectly represents Y2K without looking old-fashioned.
Hadid isn't just fronting a campaign at this point; she's helping run the whole show. Whether Miss Sixty has properly pulled off its comeback is still up for debate, but Hadid is clearly the one holding the wheel. And judging by how fast these campaigns keep coming, there's plenty more of this story still to unfold.
