Bella Hadid Steams Up Joe's Jeans' Latest Campaign

The grand American tradition of sexy denim ads continues.
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After cutting her denim campaign chops in Topshop's "It" girl-filled spring ads, Bella Hadid landed a new gig for Joe's Jeans, the Los Angeles-based denim-focused lifestyle brand that was founded by creative director Joe Dahan in 2001. Bella stars in the print and video campaign alongside male model Matthew Noszka, who — fun fact — was working construction in Pittsburgh when he was scouted on Instagram in 2014. (And yes, he still looks like he could build a house.)

Bella Hadid and Matthew Noszka for Joe's. Photo: Joe's

Bella Hadid and Matthew Noszka for Joe's. Photo: Joe's

The campaign was shot at a vintage theater in downtown L.A. that serves as the brand's headquarters — and in the video, Bella and Noszka get up close and personal with each other both on the roof and in an underground tunnel. "I've been a lot of places, but I don't know where I would want to go," says Bella. Deep

Bella Hadid for Joe's. Photo: Joe's

Bella Hadid for Joe's. Photo: Joe's

L.A. denim is part of the Hadid modeling DNA: Big sis Gigi Hadid started posing for Guess when she was only two-years-old. While brother Anwar is still new to the scene, we having a feeling his family talent and online buzz will land him a denim campaign of his own very soon. 

Bella Hadid for Joe's. Photo: Joe's

Bella Hadid for Joe's. Photo: Joe's