In a first for British label J.W. Anderson, Jonathan Anderson has cast a celebrity model for its Fall/Winter 2016 campaign. The model in question is Bella Hadid, who is captured having a playful moment as a screen actress backstage.

You should recognize Hadid by now – she’s already a staple on both the runway and in campaigns, fronting big names in the industry including Calvin Klein and Givenchy. Anderson also continued to entrust the production of the campaign to his longtime collaborators: photographer Jamie Hawkesworth, stylist Benjamin Bruno and famed art direction duo M/M Paris. Hadid is joined alongside a black-and-white image of a boy and his marionette, his piercing gaze an intriguing juxtaposition to her cheeky pose.

Since its establishment, J.W. Anderson has opted for lesser-known faces to great effect, though we can’t deny that some of Hadid’s star power and Instagram fame would certainly help push the label to greater heights.

Head to L’Officiel.com to find out more and revisit some of Anderson’s most memorable.