Oh wow I love what bella hadid just did: seaglass, candelabras, birth charts, dance

Back to fun!

It could be because I recently returned from a small beach town (where I celebrated the lion’s gate opening at a sound bath) or because we’re dipping into the crisp chill of fall (what I consider to be the New Year) or that this supermoon has been highly advertised (okay, in my yoga classes) but whatever the cause, this Bella Hadid new Orebella “Nightcap” drop profoundly impacted me. The Instagram stories that celebrated the launch looked occult, energy-full, and mid-ritual.

There was dancing. Black candelabras. Amethyst. Grape bunches. There were these giant spiced cumbers. There were birth star charts. There was a big fish coated in salt and seaglass.

Any shouty brand messaging arrived at the end of all of the fun: simple how-tos that focused on the function of the perfume. No major BUY THIS NOW PLEASE content distracted from the mystic atmosphere. But the bigger thing at play here is not just a subtle call to action. It’s the whole vibe of it.

Is this a signal that the perfectly curated launch events (Hailey posing in tight red dress near Krispy Kremes) will dwindle? I think so. Think of the difference between this IG marketing and what she did with Kin Euphorics. That launch was standard influencer fare—a sort of posed dinner. With this new drop, and with her initial launch event, Hadid is doing something completely different. Arguably, still hyper-curated, but still, way more real. I’m sure many others will follow. This will be brands Jennifer Garner in 13 going on 30 moment. When the people on set are well, not bummed out, that translates. Bring on the play. Bring on the real. Because aren’t we all a little sick of what we’re doing now?

If you haven’t been to a brand event/ launch, know that they often look really nice on socials. The real atmosphere? Stiff. Controlled. 5,000 slickback ponytails and no one is eating or drinking. It’s a transactional atmosphere, of course it is. But this, you can tell these gals are really just hanging around.

This spat of Orebella IG stories proves that real fun translates. And me? I am buying it. I know the women in these clips are actually drinking the martinis in their hands, not just posing with them before setting them down to adjust Dyson hair (one day I will buy one.)

Rather than brandbrandbrand merch, flutes of champagne, or poseposepose why not try the Bella Hadid way:

1. Sea glass-encrusted fish

2. Martinis (that people are actually drinking)

3. Fun

All you need to pull it off? The biggest super model of our time.