He's chosen Bella Hadid as his first high-profile model, shot for his A/W '16 campaign. Lensed by long-term J.W. Anderson fave Jamie Hawkesworth, Hadid is portrayed as an actress caught candidly backstage, paired with black and white images of a boy playing with a puppet. So far, so in line with J.W. Anderson's unreservedly quirky campaign style.

It's a far cry from the label's last campaign, which notoriously took up the size of a postage stamp (they were later available for sale as real stamps) and, if you looked closely, featured little-known model Mayka Merino. Why the sudden shift to big name stars? "When we were discussing the general concept of the campaign, we wanted a beautiful girl with a strong personality," Anderson told Dazed. "Bella's name came up and it was then decided!"

Bella Hadid is J.W. Anderson's first ever famous face

Dior's lauded creative and image director Peter Philips did the make-up for Hadid, who has recently signed on as a Dior beauty ambassador.

Bella Hadid is J.W. Anderson's first ever famous face