You do you, girl
Meet the queen of rock chic: Travel through time with these elegant timepieces.
Founded nearly 30 years ago by Richard Stark, Chrome Hearts has since become an LA staple among the edgier fringes of the glitterati and fashion-forward. Today, the company is headed by his oldest daughter Jesse Jo. Retaining its independent identity and strictly family-run structure, the rock chic jewelry brand has easily become known as our generation’s fashion family. “I went through a phase where I didn’t want it to be cool because it’s my parents’ brand,” Jesse Jo explains. “I wanted a Chanel bag, or something. But they’ve allowed me to interpret Chrome Hearts in my own way. And my friends all think it’s cool now, too.”
Providing a candid look into the lives of Chrome Hearts’ current matriarchy, Bella Hadid steps behind the lens this time around. You can check out the final images and behind-the-scenes shots above, and can see further BTS footage in the video below. To read an extensive history of Chrome Hearts, you can head over to W magazine.
You can see Chrome Hearts’ latest campaign featuring Cindy Crawford and daughter Kaia Gerber here.
