Supermodel Gigi Hadid delivers sultry, sensual poetry in her new role as global ambassador for Rabanne’s [IG] new fragrance ‘Million Gold for Her’.

Jerome Leloup, Vice-president of Rabanne, noted about Hadid’s appointment: “Gigi brings the spirit of our legacy. In her, I see similarities with Monsieur Rabanne’s iconic muses — from Jane Birkin to Jane Fonda as Barbarella. She also brings her own distinct personality that makes her the perfect embodiment of the modern Rabanne woman.”

These fabulous images of Gigi are styled by Marie-Amélie Sauvé and sourced from WWD. Yulia Gorbachenko’s [IG] interpretation and visual expression of Hadid cultivate her sultry depth, arming her with an aura absent in Gigi’s typical all-American, bombshell images.

AOC adds that in elevating this mega talent, the photography also elevates the Rabanne Million Gold fragrance itself. / Makeup by Carolina Gonzalez; hair by Akki Shirakawa

Vacuous Stares vs. Emotion, Sensuality, Intelligence

I’ve noted in recent weeks discussion in WWD about what I called the mean-human stares on models that dominated recent Etro and Gucci campaigns.

Photography agents note that smiling models don’t communicate an exclusive luxury message — in their defense of the I’m so bored with life, vacuous stare.

Without commenting on the new direction for Alexander McQueen, the brand has a rebellious vibe pedigree. But Etro has the opposite heritage and the new Gucci could use some warmth — or heart — in my humble opinion.

My intention was not to suggest that models should be smiling, as opposed to looking like they’ve had a lobotomy. As promised, AOC did confirm that women far and away were the majority of humans who received lobotomies.

Not for the first time, Yulia Gorbachenko creates real depth of emotion, sensuality and intelligence in her photography of deeply personal images of Gigi Hadid for Rabanne Million Gold for Her fragrance.

I reaffirm my personal contention that luxury brands should celebrate these qualities, as opposed to the mean-girl, let-them-eat cake, vacuous-stare vibe that some creatives believe communicates the path to success in a tough luxury market. I don’t buy it. ~ Anne