Gigi Hadid Turns a Liu Jo Store Into a Moodboard

There is a particular pleasure in watching someone with a true point of view shop in public, not as an errand, but as a form of editing. That is the premise behind Liu Jo The Gigi Hadid Edit, an ad framed as a “shop with me” moment and presented as a selection curated by Gigi Hadid herself. The caption is breezy, but the credits are serious: photographed by Lachlan Bailey, styled by Gabriella Karefa Johnson, with hair by Dimitris Giannetos and makeup by Carolina Gonzalez.

Inside Liu Jo The Gigi Hadid Edit

“Curated by me, for you” can be an empty promise. Here, the production team signals intent. Bailey’s campaigns have a track record of making clothes feel lived in rather than merely displayed, and Karefa Johnson is a stylist who pushes proportion and attitude, not just polish. Put those names next to Liu Jo, the Italian label founded in Carpi in 1995, and the result is less about a single hero item than the idea of wardrobe building through a specific lens.

The campaign framing, spelled out in the hashtag #LiuJoTheGigiHadidEdit, leans into selection over spectacle. It invites you to look the way an editor looks, scanning for pieces that can carry multiple lives: day, evening, travel, the photographed moment you did not plan for.

For the brand’s own positioning and current campaign presentation, see Liu Jo.

Why the credits matter more than the “shop with me” hook

Celebrity edits can feel like a merchandising exercise with a famous face attached. The more interesting tell here is that the caption foregrounds the full creative lineup: Lachlan Bailey (photographer), Gabriella Karefa Johnson (stylist), Dimitris Giannetos (hair), Carolina Gonzalez (makeup). That is the language of fashion publishing, where taste is a team sport and images are built, not captured.

It also changes how you read the concept. Instead of imagining Hadid drifting through racks, you start to picture a controlled, intentional selection process, what stays, what gets cut, what earns a frame. Even before you know the exact product list, you understand the ambition: to make a retail idea feel like an editorial package.

Hadid shared the campaign framing on her own social channels, using the same campaign tag and credit roll. The original caption context is visible via Gigi Hadid’s Instagram.

How to wear a “Gigi edit” without cosplay

The most effective way to approach a celebrity-curated drop is to borrow the logic, not the personality. Start with one anchor piece that can tolerate repetition, then add one sharper element that changes the temperature of the look. That is how most real wardrobes are built, through rewearing and recombining, not constant replacement.

If you are thinking about the edit as a shopping map, treat it like you would a magazine story: you are not obligated to buy the whole narrative. Lift the element that makes your own wardrobe feel more considered, then leave the rest on the page.

If you want a parallel example of how celebrity styling influence travels from set to street, see our latest Celebrity stories. For a broader look at what editors are actually buying now, browse Fashion.