It was about a month ago that we saw Bella Hadid wear a shirred brown YSL gown to the Cannes Film Festival. And this week, her "naked dressing" moment took on new meaning beyond its initial virality. It was officially announced that Bella Hadid will be the new face of Saint Laurent.

On Thursday, June 27, the French fashion house released a photo of the model taken by Gray Sorrenti. In the photo, Hadid lies on a pale pink bedsheet wearing a white tank dress with a lace-trimmed belt from the brand's Fall 2024 collection by Anthony Vaccarello.

It has been almost 10 months since Hadid has appeared in a fashion campaign. Last September, she transformed into a bald robot for a futuristic, techno-punk photo shoot for Marc Jacobs' AW23 campaign, Heaven by Marc Jacobs. Her look at Saint Laurent is decidedly human. Hadid's styling is a cross between Hollywood glamour and indie sleaze, with sharp cat-eye eyeliner, a side-swept fur coat, "just woke up" messy hair, and short nude nails.

Hadid had previously "stepped back" from modeling to focus on her health; in an interview with Allure magazine, she explained that the industry had taken a physical and emotional toll on her. She said, "After 10 years of modeling, I realized I was putting a lot of energy, love, and effort into something that wouldn't necessarily come back to me in the long run." And now she seems ready to return.

Hadid has appeared in campaigns for big names such as Versace, Fendi, Jacums, Calvin Klein, and Balmain, but this is her first campaign for Saint Laurent. The reason for casting this model is simple: as WWD reported, after Hadid wore the brand's see-through number on the red carpet in May, YSL's business boomed, generating $7.2 million in media impact value (MIV).

Otherwise, Bella has been busy doing her own thing. She launched a new fragrance line, embraced her boyfriend's cowboy lifestyle, and appeared on the red carpet wearing Versace archives. In public, she has also teamed up with stylist Molly Dixon to style with vintage and throwback trends. (Expect to see Bella back as a model in the Saint Laurent campaign.

Now expect to see Bella back in her modeling act in a Saint Laurent campaign.