Chase Sapphire Reserve is taking a huge leap into the fashion and pop culture world with its newest campaign starring none other than Rhode Beauty’s Hailey Bieber.
The decision marks a natural progression in the brand’s push to position its premium card at the intersection of travel, luxury, and style. The appointment of Hailey carries deliberate echoes of Saphire Reserve’s recent collaboration with supermodel Claudia Schiffer. Photographed by David Sims, who has captured both Claudia and Hailey, this campaign bridges the worlds of Hollywood glamour and high fashion.
This crossover of both beauty icons is also unique as Schiffer is a Rhode ambassador, further linking Rhode’s beauty brand universe to Saphire Reserves’ elevated aesthetic. The campaign was captured at Hotel Bel-Air in Los Angeles, which is a part of Chase’s Travel luxury lodging program, The Edit, highlighting Sapphire Reserve’s emphasis on exclusive travel experiences.
“Our new campaign is all about celebrating what our Sapphire Reserve cardmembers love most: luxury, travel, and that Hollywood glamour vibe. Hailey Bieber is the perfect partner to bring this to life. As a fashion icon, trendsetter and entrepreneur, she perfectly embodies the adventurous, stylish spirit of our Sapphire Reserve community.”
Leanne Fremar, JPMorganChase’s Global Chief Brand Officer
The campaign features playful nods to Hailey, such as her favourite room service order, chicken fingers, fries, penne pasta with butter and parmesan, Ceaser salad and a Diet Coke with lemon, serving the ultimate girl dinner. The launch builds on June’s buzzworthy Sapphire Reserve refresh, which introduced updated card benefits and lifestyle perks, while also amplifying the brand’s growing footprint in fashion. This includes the brand’s strategic billboard placements in fashion hubs such as New York’s Soho and Los Angeles’ Abbott Kinney.
“Over the last several years we have hired and assembled some of the greatest creative and media talent in the industry. We felt like with Sapphire because we were really striving to redefine the product and the brand we had to also redefine how we worked. From insights, strategy and creative all the way through to content strategy and media placement we built the creative and media rails in-house rather than depending on an agency, redefining what’s possible in financial services marketing.”
Leanne Fremar, JPMorganChase’s Global Chief Brand Officer
This momentum extends into New York Fashion Week, where Chase has already integrated with designers like Public School New York and will continue with upcoming initiatives such as hosting an event for the Faena Art Grand Opening in New York. Chase’s collaboration with Hailey Bieber goes beyond celebrity influence; it underscores the brand’s evolution into a cultural force, seamlessly uniting the worlds of travel, high fashion, and modern lifestyle into one cohesive identity.
