The launch of Katie Hillier and Luella Bartley’s luxurious new label, Hillier Bartley, brought with it more than a wealth of luxurious sportswear. The design duo’s first campaign—a soft-focus image completely in line with the “rock-’n’-roll femininity” Bartley described to Vogue’s Sarah Mower—has introduced the world to modeling’s rising star Aida Becheanu. As one of the contestants on Romania’s Next Top Model back in 2011, the 20-year-old Becheanu has successfully made the transition from reality television to high fashion—much like TV alums Suvi Koponen and Aamito Lagum before her.
Describing the Top Model experience as somewhat surreal and “completely different” from the actual modeling industry, Becheanu has no plans to reprise her television moment. The time she spends in front of the camera now is with key photographers like David Sims, who shot her for both the Hillier Bartley ads and a slick story for Arena Homme Plus. Sims’s pared-down style suits Becheanu to a tee. “Working with him feels natural,” says Becheanu. “It didn’t even feel like work—he wants you to show your personality instead of simply posing, and I love that.”
Besides getting to shoot with Sims, appearing in the Hillier Bartley ads came with additional perks, namely a first look at the collection, including its covetable velvet-patched sweaters and exotic accessories. With its focus on quality and subtlety, the line’s pieces meshed well with Becheanu’s understated tastes. “The clothes are totally my style, and the quality was really beautiful,” says Becheanu. “Luella [Bartley] and David [Sims] were both so wonderful on set, so it was just a pleasure to have such a great time during my very first campaign.” Now Becheanu has her sights set on New York. “I’m concentrated on my work at the moment—I’m excited for my first season here in New York. I just arrived a few days ago and I can’t wait.”
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