Founded in Italy in the early 1990s, Miss Sixty was one of the first denim brands created specifically for women. It was the label you idolized, the name you doodled in your notebook, the one piece in your closet that meant more than the rest. Today, with Bella Hadid—V120 cover star—leading its comeback, that obsession is reborn through a wave of Y2K nostalgia and a wardrobe that screams attitude.

Shot in a space that feels more like a teenage time capsule than a traditional set, the campaign invites us into Bella’s private world—a bedroom where fashion is sacred. She’s half on the bed, flipping through magazines, legs stretched up against the wall in a pose that feels both oddly comfortable and completely real. The saturated dreamscape is full of cherry reds, shimmering vinyl, shag rugs, and metallic accents. It’s an indulgent mess of textures that perfectly matches the aesthetic: fierce, feminine, and just obsessive enough to feel personal.

Courtesy of Miss Sixty

The recurring V cover star channels that early-2000s superfan energy effortlessly—TRL-core, all grown up with a sharper edge. She’s the girl with the cherry lip gloss and low-slung jeans. The one who made getting dressed a ritual. In a world obsessed with minimalism and clean-girl perfection, this campaign pulls us back into the messy magic of being sixteen: alone in our rooms, building identities out of denim, glitter, and magazine tear-outs.

Courtesy of Miss Sixty

The looks lean heavily into that spirit of denim devotion. Standouts include the oversized Denim Jacket, the shrunken Cropped Denim Jacket, and the Mermaid Denim Skirt that feels straight out of a thrifted dream. The Straight-Leg Jeans offer a classic, while graphic tees like the Patchwork Short-Sleeve and Crew Neck styles remind us that, once upon a time, your T-shirt said everything about you.

Inspired by Happy Victims, Kyoichi Tsuzuki’s cult photo series of fashion-obsessed youth who turned their bedrooms into brand shrines, the campaign taps into a kind of devotion that feels nearly extinct. Back then, fashion wasn’t just something you wore. It was something you collected, curated, and used to figure out who you were. And for many, Miss Sixty was the cornerstone of that identity.

Courtesy of Miss Sixty