Some brand comebacks feel opportunistic. This one feels autobiographical.
After helping reignite Miss Sixty’s visibility for SS25, Bella Hadid is deepening her relationship with the nostalgic Italian label not just as campaign face, but as collaborator. The pair have unveiled a new capsule collection during Milan Fashion Week, and this time, it’s rooted directly in Hadid’s personal archive.
Instead of recreating Y2K from the outside looking in, the collection pulls from the era that shaped her. Think low-rise, flared jeans that sit exactly where they’re meant to. Fitted crop tops that feel more attitude than trend. Figure-hugging silhouettes that lean into the unapologetic confidence of early-2000s dressing.
But this isn’t costume nostalgia.
Hadid filters the references through her own lens, giving the pieces a sharper, more self-aware finish. Denim, naturally, takes center stage. Yet here, it isn’t treated as just fabric, it becomes structure. Anchor. Identity. The backbone of the silhouette.
Signature Miss Sixty details seal the throwback energy: ruby-red buttons, metallic accents, and the unmistakable 60 star motif. They don’t feel archival; they feel reclaimed.
To mark the capsule’s launch, the brand elevated Hadid to co-creative director for the campaign, working alongside photographer Yasmine Diba to build a surrealist reimagining of a ’90s shopping mall. The visual world nods to cult classics like Mean Girls and Jennifer’s Body, glossy, slightly chaotic, hyper-feminine but styled with the kind of composure that defines Bella’s current fashion era.
The result feels nostalgic without being naive. Playful without being parody.
More importantly, it feels intentional.
In an industry saturated with Y2K revivals, this capsule works because it isn’t chasing a trend cycle. It’s extending a relationship between model and brand, past and present, archive and evolution.
The collection is now available via the brand’s website and its Milan flagship, marking the next chapter in a partnership that no longer feels temporary.
