Bella Hadid becomes the new face of Joe's Jeans

It's the alliance of the premium designer brand and the model of the year. Bella Hadid, who was awarded the title ‘Model of the Year' recently, is the new face of Joe's Jeans.

The 19-year-old features in a series of black and white images for the brand's latest campaign. Founder Joe Dahan says, "Bella can make a simple tee and jeans look like an of-themoment trend. She's on the pulse of pop culture."

Hadid once claimed to own more than 200 pairs of denim. Later she admitted that was not true.

"I think I was exaggerating. I said 200 pairs of jeans and then it just kind of went everywhere," she told a leading magazine. "I don't really own 200 pairs of jeans. I definitely have a solid amount. I won't say a number, but it's aggressive." With a new endorsement, we expect that number would only get more so.