Some of the most talked-about moments in the fashion world in 2024 came not from the runway or red carpet, but from product promotion. This year, celebrities reached new heights of merchandising, selling liqueurs, gummies, vitamins, etc.

When obsessing over appearances becomes a full-time job, celebrities naturally devote the same energy to their side hustles. The most prominent example of this is Bella Hadid, who has created numerous high-fashion moments in honor of her fragrance brand, ÔrebellaÕ.

To launch the brand's latest creation, Hadid did what she does best. Instead of wearing vintage Versace, Dior, or Roberto Cavalli, as seen in other Ôrebella' promo appearances, she embraced the trend of using underwear as pants. Posing on a pillowy daybed, she wore a classic white slinky lace set to match the new softcover journal offered by Ôrəbella. She also wore not one but two pairs of underwear, layering high-waisted black under a pair of lacy white statement panties.

The no-pants trend was a popular styling choice among celebrities this summer. Everyone from Hailey Bieber (in an oversized black blazer) to Kendall Jenner (in a Margiela bodysuit) opted for barely-there bottoms without hard pants. Their styling has been championed on the runway: Miu Miu, Gucci, and Simone Rocha are just a handful of designers who have sent models to the catwalk wearing only lace or cotton briefs.

There is also a commercial aspect to the look: in June, Kylie Jenner and her pals wore metallic bikini bottoms color-coordinated with each flavor of Splinter (Jenner's vodka soda label).

Until today's Instagram, Bella Hadid had yet to try the trend of pantsing her underwear on the press circuit. (Instead, she has worn every possible variation of the 00s-inspired fashion. ) Her campaigns are also surprisingly stylish, mostly showing Hadid in outfits with sea creatures, floral prints, and crystals, and with glowing skin (like an orebella).

The business world has never looked so fabulous.