Queens of fashion Gigi and Bella Hadid steal the SS17 season

The rise of the Hadid sisters seems virtually unstoppable. Gigi and Bella are ubiquitous faces of the advertising campaigns for spring/summer 2017 ready-to-wear collections, lending their image to brands like Fendi and Moschino. And the Hadid phenomenon looks set to last, since the two young women now seem to reign supreme over the fashion world, ever more in demand from one season to the next.

Modeling is a family affair for the Hadids. Yolanda Hadid, Gigi and Bella's mother, also started out as a model. Now it seems she has passed the passion on to her children. While the two sisters already enjoy successful careers, their 17-year-old brother, Anwar Hadid, has also joined them in the modeling world, much to the delight of fashion brands.

Ubiquitous faces

It's hard not to have noticed Gigi and Bella Hadid. Already highly in demand during fashion weeks, lining up runway shows for the likes of Tommy Hilfiger, Victoria's Secret, Balmain, Versace, Chanel, Elie Saab and Givenchy, the Hadid sisters are also queens of the ad campaign. Although not all brands have yet unveiled their advertising for the spring/summer 2017 season, Bella Hadid already counts campaigns for DKNY, Zadig & Voltaire, Moschino and Fendi, while Gigi fronts ads for Moschino, Fendi, Dsquared2, Tommy Hilfiger, Stuart Weitzman and Max Mara.

With competition like that, it can be difficult for other models -- even the most famous names -- to keep pace. Anna Ewers, another highly bookable face, fronts campaigns for Versace, Alexander Wang and Isabel Marant. All in all, that's a very good season for the model, but it's still nowhere near the SS17 performance of Gigi and Bella, who currently count 10 campaigns between them.

That said, Italian model Vittoria Ceretti has pulled off an impressive breakthrough this season. Already highly present on the runways, the discreet brunette with 81,700 Instagram followers (compared with 29.2 million for Gigi Hadid and 10.5 million for Bella Hadid) is certainly on the up, with SS17 campaigns for Zara, Alexander McQueen, Fendi, Bottega Veneta, Givenchy and Alberta Ferretti. In fact, she's a serious contender for the American sisters.

Hailey Baldwin (Guess), Kendall Jenner (La Perla), Joan Smalls (Michael Kors, Bottega Veneta), Jasmine Tookes (Liu-Jo) and Stella Maxwell (Jeremy Scott, Roberto Cavalli) are also among the young models currently winning over brands and designers.

Still got it

While the young generation of models seems to be comfortably installed at the forefront of the fashion scene, the thirty-somethings who preceded them haven't yet bowed out of the game -- far from it, in fact. The spring/summer 2017 season sees 31-year-old Lily Aldridge front campaigns for Theory, Carolina Herrera and Salvatore Ferragamo. Miranda Kerr, 33 years old, puts her perfect curves on display in the Marella campaign.

Balmain has signed up a trio of stunning thirty-somethings -- Doutzen Kroes, Natasha Poly and Isabeli Fontana -- for its spring/summer 2017 advertising, and Givenchy Jeans has picked 46-year-old Naomi Campbell and her dream body to front its latest ad. 
 

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