Tag, You're It!

In the heat of Tag Heuer’s boutique opening in Ginza, Amy Yasmine meets Bella Hadid, the Swiss watchmaker’s ambassadress, to discuss her model life, keeping grounded, and “never cracking under pressure”.

- Amy Yasmine

It’s not every day one comes face to face with one of the world’s most hardworking models, let alone one of the most photographed. Just a casual walk down any busy high street, and Bella Hadid’s steely gaze is plastered on most billboards and shop windows, from glamorous boutiques to gravity-defying skyscrapers. At the newsstands, she graces almost every magazine cover, while her private life is hot debate on the Internet.

So imagine my surprise when this generation’s sweetheart leapt to her feet to greet me with a warm, embracing hug, in Tag Heuer’s latest Ginza flagship that had recently been techno fused to the nines. “Hi, I’m Bella!” she chirped, with that insouciant Californian spirit peeking through—a cheerful contrast from her feisty persona for the Swiss watchmaker’s campaign covering the Amy Yasmine cosies up to Bella Hadid boutique’s three-floor exterior. Hadid has been brand ambassador of Tag Heuer since last year, and had flown over 5,000 miles to celebrate the label’s new concept boutique opening in Ginza.